Twitter Marketing - Bottom Up or Top Down?

If you’re planning to use Twitter for your brand, be sure to do it in the right direction.

If you think doing that kind of campaign conducted by asking people to tweet something with a specific hashtag for a reward, this is what I call a “Bottom Up” approach. From outside the conversation (“under”), you’re asking people to push something into the conversation that interrupts it. This is ennoying. This may probably cause most people to unfollow their friends who are spamming around the same hashtag with no relevant content.

If you plan to monitor, search, aggregate, select content, that’s what I call a “Top Down” approach. From the top, you look down into the flow, without interrupting, and pull up into your repository existing content. This is not entering the party with a shout, but just using the real conversation to create something new with proximity and aggregation.

Thanks @yellif @mazzanti