Tweeting without Twitter
While the online press might see things differently, Twitter certainly is not the only micro messaging service out there. While micro blogging has certainly come into the mainstream recently, it is not even a modern phenomenon. From short form blogs to instant messaging, the short and punchy promotional message has been a staple of advertising since, well, since the beginning.
This short form platform is what is pushing Twitter ahead of so many other online services, at least in terms of rapid growth and user adoption. To put it simply, we love short, snappy messages, especially when they contain the same amount of valuable content and wisdom as a long blog post. Call it impatience or a lack of any real attention span; it is the end result of the internet and it is proving to be remarkably useful, not just for marketers but for everyday people.
Tumblr, a micro blogging service that specializes in varied and powerful blog options, could just be a Twitter killer if it gains the size. Built to allow dynamic multimedia as part of posts, it is a dream come true for marketers. Not only are you given space for micro messages and short quotes, but a built in video box, embedding options, and room for longer messages if you need them.
Flickr, the popular image hosting service, is much more than an image host. How many visual advertisements excel with added commentary? Flickr, while majorly popular amongst amateur photographers and artists, is also a powerful tool for marketers, allowing them to adopt the power of a pure social media website with the multimedia capabilities of an image host.
The point to take home when you read a story about Twitter’s massive growth and huge marketing potential is not just that it is a viable marketing platform, but that its potential competitors and related services are just as, if not more, valuable to marketers. Twitter is packed with potential, but it is also plagued with spam and marketing competition. When you embrace a smaller service with just as much potential, you allow yourself to lay the foundations for a future massive marketing success.
Let us put it this way: When Myspace was developed in the early 2000s, their service was unknown but loaded with potential. Instead of waiting for organic growth to turn them into a success, they looked at Friendster and identified how top users were getting the most out of the service, and how they thought it could improve. Then, they approached them, offering all that Friendster could give, plus a lot more.
For marketers, it might be wise to take the Myspace strategy. While their social media website is not what it once was, their initial tactics were smart. Do not just look for the biggest incumbent service, for they could fail once you arrive look at where Friendster and Myspace today. Instead, look for the service with the best growth potential. For short form messaging, that might not be Twitter much longer.
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