You Are What You Eat: Optimizing Content ConsumptionQuality? Or Quantity? Content Marketing Struggles with the Right Path Forward3 Ways to Take Brand Advocacy to the Next Level with User-Generated Content5 Reasons Why Your Content Marketing Isn't Working
Let's Measure Social Media ROI in a Way That Isn't StupidTo Grow Your Social Marketing Budget, Determining ROI Is a Critical Job SkillWe Need to Rethink Our Definition of Engagement
- Content Marketing
Technology & Data
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthSandy Carter's 6 Social Business Lessons to Learn from Candy Crush5 Tips for Creating a Company Culture that Connects with Your Sweet Spot ClientsWhy Leadership Should Be a Collaborative Exercise
8 Internet User Statistics Every Small Business Should Know AboutCan't Find Time for Social Media? This Approach Will Help6 Ways to Turn Your Small Business into a Media Hub
- Social Organization
Beyond Engagement: Why Advocacy Is Always About the PeopleFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Twitter in business
Posted on March 22nd 2011
Twitter celebrated it's 5th birthday yesterday amid the buzz of 200 million users and 1 billion tweets per week. While still not in the same super league as Facebook it is a growing platform and is gaining popularity. It's rare these days that you won't hear it mentioned in the media, most celebs have an account, nearly every TV show an official feed.
Where businesses have already adopted, and grown comfortable with Facebook, Twitter appears to be unknown territory for most. How can 140 characters provide an effective outlet for their company message and their brand values? And who reads that page of meaningless text anyway?
Here are some answers:
Think of Twitter as a less busy Facebook. You won't find sheep being thrown or be able to cultivate your virtual farm but like Facebook, you can let the world know what you're doing, the difference is, this is the staple for Twitter, that message doesn't get lost in among the cluttered activity.
The key to Twitter is engaging content that people want to read and respond to. Businesses won't achieve that by employing a PR Agency to simply tweet about product, promotion or company news. Content should humanise the company, providing an approachable online presence. It's ok to pass comment on current affairs, the weather or the football provided the content is coherent, well mannered and non-incendiary.
Twitter's demographic is a little older than Facebook's. In this author's experience Tweeters are generally a little older, a little more worldly wise and perhaps more affluent. The perfect audience for many businesses looking to promote themselves online.
Twitter allows businesses to have real time interaction with their customers which can be a godsend if comments by Tweeters are not complimentary. It allows businesses to 'fire fight' before something gets out of hand and damages their brand online
Twitter also provides powerful search features that offer opportunities to monitor what people are saying about brands and react appropriately. That same search functionality when used correctly can also be a fantastic tool for lead generation.
By it's very nature Twitter is a 'light' application which makes it ideal for use from mobile devices, the majority of Tweeters tweet with smartphones. Devices that allow brands to put their company message straight into a consumer's pocket in any location.
The Social Media agency I work for manages a number of Twitter profiles for clients. The feedback we are receiving is overwhelmingly positive as we show businesses just how effective Twitter can be as a tool when managed correctly.
It's a trend we believe is likely to continue so that Global Top 10 list might look very different next year indeed.