Lyris tool helps marketers tap power of Twitter

Although consumers have been Twittering for over a year, many marketers are just now beginning to harness the power of micro-blogging site Twitter. The problem seems to be than many marketers aren't sure how to get the most from the service; enter a solution from Lyris HQ which enables marketers to share, monitor and measure Twitter.

by Kristina Knight

Marketers can begin Twittering simply by signing up for an account; the tool from Lyris HQ helps marketers harness the power thereby enhancing their campaigns. By sharing and tracking these social campaigns marketers will have a better handle on which social platforms are meeting their needs and which aren't. Marketers can also make quick changes to Tweets to ensure that the campaign is performing at capacity.

First, marketers monitor how the Twitter feeds are performing based on pre-set search terms. The Tweets are then shared through email and newsletters in the form of widgets. When the email is opened, the Twitter widget will take the user to their Twitter feed, generated a shortened URL and subject line so that the feed can be shared. From there marketers can measure traffic from Twitter back to their Website and determine who consumers are engaging with the feeds.

"Internally at Lyris, social media and networks have become an invaluable tool, not only for marketing, but for the client services and product development teams," said Blaine Mathieu, CMO, Lyris. "This is a clear case where we learned from our own experience how strong the value proposition is, so we just knew we had to provide it to our customers as quickly as possible."

Tags: email marketing, LyrisHQ, social email, social marketing, social networks, Twitter