brand marketing blog

The introduction by Twitter of a geographic location feature into their platform has added some valuable social network marketing capability. One of the downsides of Twitter for local marketers is that you tend to develop a wide geographic following, which can be a blessing or a curse.

It’s great if you’re looking for global reach but for most organisations participating in social networking, the extended reach is wasted. What most of us want is to connect and interact with local organisations that could potentially make use of our services or buy our products.

At a macro level, the Twitter geolocation feature is part of the natural course of refining and targeting our markets that will continue to develop across all social media platforms. There’s no black magic here – it’s just basic marketing 101. Define your target market and forget about the rest.

Unfortunately, a lot of marketers (even those well versed in marketing 101) seem to lose sight of the basics of strategy when operating online. The fundamentals are not all that different, it’s just a new platform. It’s the same as when we moved from radio advertising to television and from letters to email.