Don't Confuse Tools With Strategy

From one of my LinkedIn discussions...........


B-to-b marketers still looking for return on tweets

By Paul Gillin

BtoB's survey of nearly 400 U.S. marketers found uneven satisfaction with Twitter's ROI as a marketing channel. Nearly half the respondents to the “Twitter in B2B Marketing” survey, which was conducted late last month, said they are dissatisfied with their return on tweets. That's despite the fact that nearly 70% said they spend less than 30 minutes per day managing their Twitter stream. Four of five marketers also said they could not directly attribute revenue to micro-blogging.

“Twitter has proven to be an effective communications tool, but in all likelihood its relevance will fade over time,” said Mike Neumeier, principal at Arketi Group. “Twitter is not a marketing strategy, but rather a single communications channel.”

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