Using Twitter to fulfil important business functions
Since its creation in 2006, Twitter has gained notoriety and popularity
worldwide and has experienced significant growth. In January 2010 over 50
million Tweets (or messages) were posted per day.
Simply put, Twitter provides a simple, inexpensive, real time mechanism to
deliver information. This is done by posting Tweets or short 140-character
Twitter can be used in a number of ways to fulfil important business functions.
Companies such as BigPond and
South West Airlines (US) are using
Twitter to provide useful service information, answer enquires and proactively
resolve issues. What has been most surprising is that these companies are
responding to Tweets that are posted in frustration to a problem. They are
responding quickly and offering solutions which has gained them respect and
goodwill within the Twitter community.
Using Twitter in this manner helps to ease the congestion of call centres and as
it is in real time, a query or issue can be resolved more efficiently leaving
the customer satisfied rather than frustrated.
Twitter can be used effectively in the lead up to an event to increase
attendees, share information about the event and to leverage sponsorships. It
can also be used really well during an event. Event goers can be encouraged to
Tweet while at the event which will further help to promote your event to a
wider audience and add a whole new level of interaction to the event itself.
Twitter lends itself perfectly to giveaways and competitions and using it in
this way is a great way to move people to action. An action may be to visit your
website, look at your latest product or send in a photo. There are many ways you
can work this and generally they are received quite well within the Twitter
community. Have a look at Crust Pizza,
which does a pizza giveaway every Friday and also
iSpyLevi's that did a jeans treasure
hunt giveaway in 2009.
Twitter can also be used to find out what people are saying about your brand and
also that of your competitors by using the Twitter search function. Although the
downside to this is that there is no advanced search function to help you narrow
down your searches, so there can be a bit of wading through irrelevant Tweets
Twitter is a great way to let people know about your business, your latest
products and the latest news about your business. Just make sure broadcasting
doesn't take up too much of your Twitter activity. Just like real-conversations,
if you only ever talk about yourself, sooner or later people will stop
Thought leadership and Brand building:
Twitter is a great vehicle to build your brand and establish yourself as a
thought leader in your industry or area of expertise. Commentating on issues in
your industry, blogging regularly (blogs and Twitter were made for each) and
interacting with others in the same or similar industries will help to
consolidate your position as a leader in your field.
Of course to really leverage your use of Twitter, it pays to have a sound
strategy in place to make you get the most out of it. Ensuring your activities
are tied in with your business objectives, will ensure your Twitter activities
are focused and will have more chances to succeed.
By Jo Gitsham | @jo_drpr
For more information on developing a Twitter strategy for your business, please