A tweet is a post on the Twitter social media platform. A retweet on Twitter is when a tweet is recycled. Twitter is conversation in real time. Often, people say things that are inspiring for everyone, not just your personal circle. When this happens, the tweets are recycled all over the twitter community. Retweeting is an incredible way for a marketer to create a brand.
Twitter is an incredible brand creator because this site encourages conversation between participants. This conversation is in real time, and because it is on a network, brands can become dominant in their market space very quickly. Reed's law is an important concept to remember in Twitter branding. Reed's law states that if two people create a friendship, that network of 2 will quickly become a network of 1,092. Twitter is a viral sight.
Modern branding is very much a team game now. If a brand has great content, it will quickly gain great scale, because people will retweet the brand, even those people who are not involved in the band's creation. Social media captures the human need to be involved.
There is a strategy to retweeting. Dan Zarella, a viral marketing scientist has done some in-depth tests on retweeting. Some tweets have a better chance of being retweeted than others. This knowledge can aid in a retweeting strategy if we relate our brand to what captures the imagination of people.
Content that is timely, such as news items, are popular retweets. Does our brand have a relationship to some contemporary news item? Tweeting is a personal conversation. We converse on many different levels. This creates our personal brand. This personal brand can extend to our business brand.
One of my followers is a fashion designer in another city. She started a thing called My Three Favorite Words. It caught on in the blogosphere for that day. It became the biggest twitter trend for that day. My Three Favorite Words had nothing to do with her fashion designing---but the retweets constantly went back to her sight. That day, my follower found a powerful touchpoint to connect with a larger market than just her home city. She was able to draw people to her website from all over the world. She was able to do this for free.
Mr. Zarella tells us that the most popular subjects that get retweets are news, instructional content, entertainment, opinion, products, and small talk. A retweeting strategy would be to link your product to one of these subjects. As in the case of my follower, your product may have no real relationship to the tweet. The retweet allows you to build a repoire with a group of people that you would not engage with under ordinary circumstances. Branding is not logical. Branding is about creating a connection with your customers. Retweeting does this.
Dean Hambleton
dnhambleton@gmail.com
Dean Hambleton is a student at Johnson and Wales University in Providence, R.I. and a free lance consultant
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