We encourage our clients to think about social media as a funnel. Your Twitter account should not be at the base of the funnel, your Twitter account should give customers/clients and potential customers/clients a preview of your offerings and should drive them somewhere else. Only you can determine where that somewhere else is, but below is an example to give you an idea of a social media funnel.
You or someone in your organization (or contracted by the organization) needs to track the traffic at the base of the funnel. It's not important how many Twitter followers you have, or how many Facebook "likers", it's important how many people are checking out what it is you want to check out. In the example above, they are driving people to their company website. So, using the analytics behind the scenes on their website gives the company a good idea of what referral source is giving them the biggest 'bang' for their buck (see below)
Then they can dig one step further and analyze which types of social media are working hardest for them.
In this particular example, the focus should not be on Tweeting, it should be on improving the number of people they are reaching on Facebook. They may not want to discount Twitter completely, but may want to analyze what they are Tweeting, are they using hashtags? is their information interesting? They should ask others for advice, see what's trending, etc... and make their decision from there.
It's never a good idea in marketing to continue blindly - make sure you have a schedule to analyze what is and isn't working and ask for fresh and edgy ideas to stay ahead of the competition. Things move fast in this technological world and being prepared is important, but being creative and opportunistic is even more important!
If you have any questions or aren't sure about any of the information contained in this post, let us know and we would be glad to clarify.
Relax Consulting - where we do the work so you can RELAX!