Lost in the Tweets

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Unleash the Power of Twitter across the Organization.

“I am at the airport.” “I am eating a burger, and I’m wearing a red shirt.” “I’m here, there, seeing this or that, and planning a trip to Hawaii.”

If you’ve ventured into Twitter world, you’ve surely come across meaningless tweets. Who cares about what you do minute to minute? Unless of course you’re Kim Kardashian or George Clooney and have a ton of followers who care less about the quality of what you tweet and just want to be in on – I don’t really know what.

On the other hand, as a business communication tool, Twitter can be extremely useful and powerful.

Twitter has gained tremendous acceptance and adoption, possibly because it is also easy to put to work. In its own right, it is a far more effective tool than many other media for the dissemination and collection of information. Because people are increasingly on Twitter, it is becoming a force to reckon with and should be seriously considered as part of your communications arsenal.

To put things in perspective, as at August 09, 2011, 100 million users were reported active and logged in daily to Twitter, with many doing so on mobile devices. The mobile use of Twitter is increasing by 40 percent each quarter, and 400 million unique visitors pop into Twitter each month. That’s up 60 percent from just the start of the year.

Question is, how do you best use Twitter in your business? Today, public relations and marketing are some of the most obvious opportunities. Even within this realm, the room to deploy the tool more widely is huge.

Perhaps the most important takeaway from this article is that Twitter should have a far more substantial role in any business. While it’s virtually certain that no one can yet claim absolute expertise in the application of Twitter in business, there are a lot of opportunities to consider, if we go beyond the obvious and ask the right questions. In fact, Twitter has it’s own fantastic resource for businesses, which can be found at: business.twitter.com

Let’s take marketing for example. Depending on how your business is structured, a few sides of marketing could include publicity, product promotion, member / client communication, market research, product research, competitive intelligence, and customer care. While it is straight forward to think of Twitter when considering external announcements, such as to promote a new member benefit (if you are an association), an event, a technology roll out or announce a new listing, it is only by looking at the business from a holistic fashion that we can discover new areas where Twitter can help. If you are in a highly competitive business and need to monitor the competition, Twitter can help to more easily track competitors’ moves. It’s not only smart business, but a significantly more efficient way to go about it. New information comes right to you. You can also forward any new findings of substance to your teams, by email, with a couple of clicks. To see a great example of an organization putting Twitter into action, check out the account of the California Association of REALTORS® (CAR).

Customer care and product / service improvement is another area that may not be a very obvious candidate at the outset. Create a track to follow your customers. You’d be surprised at the feedback you can gather. Information that can reinforce and highlight the right areas for improvement, or unveil serious issues with ample time for you to initiate corrective action. It also allows you to gather data for presentation to your management, which helps to back up your recommendations with actual market feedback. You can also tap Twitter to deliver useful information to your customers, to make their experience more meaningful and satisfactory. Tip-of-the-day anyone?

A good approach is to examine business pains and objectives from a macro point of view. Don’t limit yourself to parts of the business that come to mind first. Have you considered human resources (HR) for example? It’s another important part of business that can have its own Twitter account to help with things like recruiting, tracking local events and announcements, and disseminate useful messages and re-tweets to staff. How about using Twitter to enhance your positioning and finding out who you’re really up against? Try tweeting “What name and traits first come to mind when you think of hiring a Realtor in ‘neighborhood name’?”

If you are a real estate agent, Twitter is surely one of the tools you want to be able to publish information through, directly from your website. Let’s call it more free, easy advertising, at the very least.


2 Comments

  • Can twitter improve SEO? How?

    • Roger says:

      Hi, Ody. Yes, Twitter helps with SEO. There are many articles on the web in this regard but a couple of excerpts that I found hit the nail on the head include:

      – Social Signals
      Social media signals are being incorporated into the search algorithm as a ranking factor. The major players such as Bing and Google invest significant resources in the space and Google has its own social networking platform. Highly likely, they are assigning some value to social signals. In as far as Twitter is concerned, content shared on Twitter can be indexed by the search engines and rank in the search results. The more times a piece Tweeted and reTweeted, the more important it becomes.

      – Author Authority
      Author authority is why it is important to take the time to build a genuine Twitter profile and connect with real users. The search engines know that when they announce a new ranking signal, the spammers come out of the woodwork and try to manipulate it. Author authority aims to put a stop to that.

      The search engines don’t just look at how many times your content is being Tweeted, but who is doing the Tweeting! How long that person has been active on Twitter, who their followers, what kind of content do they usually share, etc. They want to make sure that spam profiles don’t artificially inflate the popularity of a piece of content. Having a dozen real profiles Tweet your blog post or article is worth much more than having 100 bots do the same.

      So, genuine tweeting is what brings in the real value over the long term. I am sure others can add more information and knowledge to this discussion.

      Hope this helps.

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