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News Item

Marketers Tap into Twitter with Lyris HQ

Lyris Leverages the Collective Feedback of Social Media

Continuing its commitment to enable marketers to fully realize the collective power of relevant messaging via email, social and mobile channels, Lyris, Inc. today announced social media enhancements in Lyris HQ to include the monitoring, sharing and measurement of messages posted on Twitter. Support for Twitter is the latest addition to Lyris HQ’s social media functionality, which allows marketers to incorporate social media sharing, tracking and measurement into campaigns across 10 of the most popular social networking sites, including Facebook, LinkedIn, MySpace, Digg, StumbleUpon and more.

Twitter is a free social networking and micro-blogging service that enables users to send, read and share 140-character messages, referred to as “Tweets.” Tweets are displayed on the user's profile page and are visible to other users who have subscribed to receive messages, known as “followers.” Twitter is one of the fastest growing social networking sites, with more than seven million unique monthly visitors and an annual growth rate of more than 1,000 percent, according to a recent Nielsen report.

“Twitter offers us another touchpoint to reach and engage key audiences,” said Karen McNaughton, director of marketing, In-Touch Survey Systems. “We are communicating on Twitter as a way to increase brand awareness and engagement and look forward to leveraging Lyris’ continued innovation to help us achieve our business goals.”

Lyris HQ is the only solution available today that allows time and cost conscious marketers to create, manage and measure successful social media campaigns from one integrated marketing platform. Lyris HQ provides customers with total control of interactive marketing campaigns, including email marketing, social and mobile marketing, pay-per-click management (PPC), Web content management, search engine marketing (SEM) and Web analytics.

Growing Community and ROI with Twitter

According to the 2009 Social Media Marketing & PR Benchmark Guide, Sergio Balegno, senior analyst with MarketingSherpa notes that “Social media is changing the way companies communicate in the pursuit of commerce.” More than 75 percent of marketers surveyed by MarketingSherpa agree that social media is changing the way their companies communicate with target audiences.

For marketers, Twitter has become an influential community to share information and interact with customers and key stakeholders via timely updates, offers, customer support and interactive dialogue. Lyris HQ allows marketers to leverage Twitter as part of their integrated marketing repertoire, expanding their ability to reach and engage with customers, prospects and followers in real-time. With the new Twitter functionality, customers can:

  • Monitor: A new window in the Lyris HQ dashboard displays a running Twitter feed based on an individual marketer’s key search terms, allowing Lyris HQ users to actively track and respond to discussions on Twitter in real-time.
  • Share: Lyris HQ social media enhancements allow customers to easily incorporate social media widgets (or icons) into their email marketing campaigns and newsletters. Once a recipient receives an email and clicks the new Twitter widget, it will take them to their Twitter page and automatically generate both a shortened URL link and associated subject line text that can be used or edited, automating and scaling the sharing of key messages, content and offers.
  • Measure: The new functionality allows marketers to measure traffic from Twitter back to their Web site, as well as report what customers and prospects are doing once on the site. This level of insight enables marketers to better assess the business impact and effectiveness of messages posted on Twitter – whether originating from their own company or spread virally throughout the Twitter community.

Lyris Leverages the Collective Feedback of Social Media

The added Lyris HQ social media enhancements are a direct result of customer feedback received through Lyris’ own email and Twitter presence. “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.”


Lyris HQ’s social media enhancements are available immediately to new and existing customers. For more information please visit: http://www.lyris.com.

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