The value of twitter is still a hot debate. Moving away from a pure educational use, which I covered in Twitter in higher education, I’ve been recently interested in its use as a marketing tool. This was started after I found Heather Mansfield’s ‘10 Twitter Tips for Higher Education’ on University Business (a site for those interested in higher education management). These tips are for institutions interested in marketing themselves via twitter.
Before designing your institutional twitter campaign there are a couple of demographics you should be aware of. Firstly, How Many People Actually Use Twitter? The answer, approximately 6 million registered users (compared to Facebook’s 200 million). Also the demographic for a twitter user, as highlighted in a recent Pogue’s Post is “older, better educated and higher-earning. About 80 percent … are over 25, and two-thirds of us have college degrees”.
Secondly, who knows about twitter? According to a recent LinkedIn Research Network/Harris Poll over two-thirds (69%) of consumers say they “say they do not know enough about Twitter to have an opinion about it”.
So with such a tight demographic is a institutional twitter presence worthwhile? I think so but I would want to be clever about it. To add to Heather Mansfield’s tips I would add something on integration.
There are a number of ways that you can intelligently integrate twitter into your existing marketing campaigns. At RSC Scotland North & East (@rsc_ne_scotland) we use twitterfeed,which is a free service that automatically turns RSS feeds into tweets. This service has some very useful features allowing to control what is tweeted. For example you can prefix/suffix rss feeds before they are tweeted making it easier for people to scan/search. We use this on rsc_ne_scotland to separate news and events. We also use a keyword filter to be more selective in what we tweet.
I would also look at how twitter can be integrated into other ‘status updating’ services. For example Facebook uses ‘the wall’ to allow users to essentially tweet what they are doing. If your institution already has a Facebook presence I would want to sync my Facebook and Twitter updates. As it happen this is very easy to do because twitter have developed the Twitter on Facebook application.
If your institutions social network presence extends beyond twitter and Facebook you might want to look at Ping.fm. This service is allows you to post updates to over 40 social networking sites from one site.
List of HEIs in Scotland N&E I’m following: