Western Libraries

Microblogging Marketing

Written By: 
AV

Microblogging is a growing social media trend with new websites popping up frequently. EDUCAUSE defines microblogging as:

"...the practice of posting small pieces of digital content—which could be text, pictures, links, short videos, or other media—on the Internet. Microblogging offers a portable communication mode that feels organic and spontaneous to many and has captured the public imagination. Friends use it to keep in touch, business associates use it to coordinate meetings or share useful resources, and celebrities and politicians (or their publicists) microblog about concert dates, lectures, book releases, or tour schedules."

Marketers have taken note of microblogging and started adding brands to popular microblogging websites such as Tumblr, Pinterest, Posterous, DailyBooth, StumbleUpon, and more. These are typically called commercial microblogs.

Specific companies use microblogs to promote their brands, most especially in the fashion industry.

Out of all of the microblogging resources (besides Twitter), Tumblr seems to have the highest buying among brands. Market research and advertising firms are tracking users of microblogging websites such as Tumblr to monitor consumer behaviour.

"By gathering publically available information from sources... connecting blogs, Tumblr feeds, etc. of individual authors, marketers can paint a fuller picture of an individual's daily life. By cross-referencing this data, you can build profiles to be grouped into behavioral or psychographic "tribes." For instance, if a focus group finds that a brand particularly resonates with a certain demographic (e.g. 18 to 34 year-old women), online listening might also reveal that the brand is specifically popular among music fans and foodies. This kind of analysis helps tap deeper into consumer psyche and generates ideas for how best to engage the relevant tribe." (Hofstetter)

Another feature of microblogging websites marketers are cashing in on is consumer feedback that they "don't feel like they are being sold to." (Steiner) Pinterest for example is typically used as a wish list, inspiration wall, planner and more, but marketers are finding it is a great advertising tool. When a user 'pins' an item from a commercial website, a link is provided back from Pinterest to the original item for other Pinterest users to possibly purchase that item.

As users and interest continue to grow on microblogging websites, marketing will continue to grow as well. Where there are people there is advertising.

References

6 ways the social web is revolutionizing market research - iMediaConnection.com Retrieved 2/3/2012, 2012, from http://www.imediaconnection.com/content/30894.asp

7 things you should know about microblogging | EDUCAUSE Retrieved 2/3/2012, 2012, from http://www.educause.edu/Resources/7ThingsYouShouldKnowAboutMicro/174629

Social media sites used by the top 200 US fashion brands, sep 2011 (% of brands) Retrieved 2/3/2012, 2012, from http://totalaccess.emarketer.com/Chart.aspx?R=116008&dsNav=Ntk:basic|social+media+sites+
used+by+the+top+200+fashion|1|,Ro:-1

Social networks worldwide with highest growth in time spent, oct 2011 (% change vs. oct 2010 and minutes) Retrieved 2/3/2012, 2012, from http://totalaccess.emarketer.com/Chart.aspx?R=116645&dsNav=Ntk:basic|social+networks+worldwide+with+highest+growth+in+time+spent|1|,Ro:-1

What online sellers need to know about pinterest Retrieved 2/3/2012, 2012, from http://www.auctionbytes.com/cab/cab/abn/y12/m02/i03/s01