Twitter Marketing: An Hour a Day

Chapter 14. Week 11: Develop a Direct Response Promotion for Twitter

Throughout this book, we've shown many ways to use Twitter for building awareness and building relationships. We've also talked about brands getting involved on Twitter, not for any specific gain, but to avoid loss (the ROI we described as a negative "return on influence" or the "risk of ignoring").

There are, however, businesses using Twitter for direct gain. These companies market or promote through Twitter to generate a direct response. Some might view these companies as mavericks, while others view them as exploiters. The reality is, Twitter is another channel to influence action, and some companies are out there doing so. Let's see what the development of such a campaign ...