In This Chapter
Using old-school marketing and principles on Twitter
Working with new media tools and techniques
Tweeting to find warm sales leads
Deciding what to tweet about
Depending on whom you ask, Twitter and social media are changing the landscape of marketing. Old marketing is dead, new marketing is king. They're surprised people still advertise in the phone book, on TV and radio, and — gasp — on billboards.
"Everyone," they cry, "is online! Renounce your old ways and join us on the Interweb." (Because the really cool people call it the Interweb as a sort of irony.)
Meanwhile, the old-school marketers believe that the social-media craze is just a passing fancy and that serious business is still done with a handshake. They cite all sorts of numbers and reasons to continue to advertise in broadcast and print media. "Social media," grumble the curmudgeons, "is just a fad. People need to quit playing games and join the rest of us here on Earth."
But neither of these marketing views is entirely correct. Social media hasn't changed the marketing landscape, but at the same time, marketing can't completely go back to the way it was. The smart marketers — by which I mean you, the person who bought this book (see, that action right there already shows how brilliant you are) — understand that the tools may have changed, but the principles are still the same.
You still have the five P's of marketing — product, price, place (distribution), ...