Twitter drives traffic leads, conversions at Mongoose Metrics

摘要

In 2010, call-tracking company Mongoose Metrics launched a Twitter outreach campaign to raise awareness about the value of its services and technology. In the process, it positioned itself ahead of competitors that were less active in social media in educating prospective customers about the little-understood world of call tracking. "We started looking at Twitter in March 2010," said Kathleen Colan, the company's director-marketing and content. "We didn't know what to expect, but we said, 'Let's see what all the buzz is about.'" Colan kicked off Mongoose's Twitter effort with educational content focusing on the benefits of the company's call-tracking technology, which analyzes how the volume and quality of inbound phone calls can be attributed to performance-based ad campaigns, such as paid search.