Today, I came across a great list of reasons why companies should not Tweet from the What's Next Blog. This is definitely a good list that marketing teams should print out and consider bringing to the meeting for when the question is asked.
To add to the discussion, I think it is important to also address some considerations for companies who may be ready to make the leap into the Twitterverse. If all you do is push information that you believe the audience wants to hear, you are defeating the purpose of the Social Web and tools like Twitter. Twitter isn't about selling, it is about observing, engaging and influencing. With that in mind, here are some tips for companies considering Twitter:
- Give it Away - the more information you share, the bigger your value and dedicated following.This does not mean access to your product's white paper. Look at Hubspot if you need help in this area.
- Listen - don't start talking without listening first. Think of Twitter as a spouse. Listen to what he/she has to say first and then respond with something that will be useful to them.
- Be Accountable/Counted on - don't speak in spurts. Have someone dedicated to observing, engaging and posting interesting content. Conversations don't just take place when it is convenient for you (if so, you may have noticed that your social circle isn't quite so big). Don't make it a job requirement, find the passionate one and designate the right person to participate. If you don't have this person, don't do it!
- Uncover Trends - do use Twitter to understand how people are talking about brands, products and services. Understanding that this is a fraction of your audience, it still provides insights that are worth sharing at the next company meeting. BTW, Tweetdeck makes this a breeze.
- Give a Shout Out - Who doesn't like to hear a compliment every now and then. Twitter is a great place to retweet another person's post, comment or idea.
- Customer Service - yes, you can actually watch what people have to say about your brand and respond publicly. And if you do in fact experience an outage or some PR flame-out, you can respond quickly and stay on top of the situation. Check out @comcastcares for a company who is doing a nice job monitoring customers online.
- Connect with Media - yes, the media are on Twitter, listening, posting etc. Mind your Ps and Qs and watch what they have to say in an unedited format. To find media on Twitter, check out this media database .
- Develop Focus Groups/ Beta Testers - Twitter provides access to a sea of people who are interested in being involved and having early access to products and information. Go ahead and promote Alpha or Beta invites for your new software offering. You will get a slew of interested and smart people on board as well as some interesting viral PR when people comment on Twitter that they are a part of an exclusive group with early access to something.
- Join the Conversation - using Twitter memes or #hashtags,
start a conversation and see where it goes. Attach a contest or special
twist to encourage others to use your hashtag. Additionally, consider
joining a pre-existing conversation with an established hashtag at
events, during webinars etc. This exposes you to a larger group of
people with common interests.
- Don't use Twitter as Your News Feed - Please, please, don't just post links to your blog or company news. It will become clear quickly that you are simply a marketer and nothing more.
Related posts:
- Announcing MediaOnTwitter and Contest
- Saying I do. Social Program Met with Fear of Commitment
- Hello...Hello...Hello (corporate brand communities)
