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This is a question I have been asked numerous times. My answers have almost all the same. I simply ask 2 easy questions:
- What are you trying to accomplish?
- Are your Customers on Twitter?
Before deciding to venture into social media, it is important to understand your own audience, where they may be located and have clearly defined goals. For Comcast my team has been involved in numerous social media spaces. Our goal has been 2 fold:
- Meet the Customer where they already are
- Try to assist when we can
I have always found Twitter to be a great space. The reason for this is we know our Customers are there and Twitter has a strong searchability that is also timely. When we look at spaces we do look at the searchability and how quickly we can obtain the information from our Customers. For this we can easily use Twitter Search. There are 2 other benefits to Twitter that can be used for any business. First and foremost is the ability to build relationships. Nothing is more powerful than the relationships with Customers, or prospective Customers. I have built relationships in this space and now also work with the companies involved. Now that is because they had a good product, but I will say it is great knowing that they are there if I need them. The other benefit to Twitter is when people are responding to the question “What are you doing?” many times they are saying how they use a product or interact with a business. That is useful intelligence.
It does seem more and more people are turning to social networking, such as Facebook or Twitter. According to a recent Pew Research Report , as of December, 2008 11% of “online” American adults have said they use a service like Twitter. Now as @criticalmass asked me “if I would walk up to 100 people on the street, would I expect 11 to have heard of Twitter,” I would not expect that. But I think if you were to ask a broader question involving other social media, such as Facebook, Twitter, Linkedin, or MySpace I think you would find the numbers even higher. The other aspect is not so much the number but the actual trend. In May, 2008 Pew found 6% were participating on spaces like Twitter and in November, 2008 that number was at 9%. That is a very fast climb.
Another interesting piece to the study was the breakdown of the age ranges. Unlike other social media spaces, Twitter has an older crowd, with a median age of 31 compared to 27 for MySpace, 26 for Facebook and 40 for LinkedIn.
Beyond these stats the report talks about how Twitter users are more connected via electronic devices. This is not shocking given the amount of early adopters in the space. The other discussion in the report is how Twitter users gain their news information. Not surprisingly it is via electronic means.
As we have seen, more and more people are joining spaces like Twitter. I know in Facebook I have been meeting more and more people, many of whom I never expected to be in an electronic space. As social media continues to become more mainstream, it will be important for companies to view this as another channel to communicate with their Customers. Where are your Customers?
Well said.
My business is on Twitter mainly because my customers (real estate agents and loan officers) are joining Twitter in growing numbers. I’ve learned so much just from listening. The only thing I have ever tried to “sell” is our free training seminars, which gives us the opportunity to meet agents. I have yet to use it as a customer service channel, although I fully expect that to happen someday and will be prepared for it.
Again, good post, thanks for sharing.
This is exactly what I tell my UCSD students about how to think about social media. It is critical to know where your customers are so you can decide whether your business needs to be there. Too many organizations are throwing up a social media presence just because they think it is the right thing to do.
I would highly recommend doing the kind of listening that I know you do, Frank, before deciding where to engage.
You rock!
Exactly. Great post Frank. You have to engage customers in the habitat they prefer, not the habitat you prefer. That’s why I just roll my eyes at this notion of companies making their own, white label, social networks. Unless you have a huge and extraordinarily enthusiastic customer base, it won’t work.
Great post Frank! You aks a simple yes/no decision and sometimes I think it is just that. Why be on Twitter if your customers aren’t there? What I wonder about though is what if they are there…but they just don’t engage your company. Then is it still a viable option? Perhaps it could be used just for listening (i.e. market research).
Great write up. very important points.
Know your audience. and ensure you meet the customer where they are. Too many places think they know better and force their customers into something that is best for the company but not them.
[...] So Should a Business Be On Twitter?. [...]
Nice analysis. I was not aware of the numbers. I have already said one reason to be on Twitter is to communicate with a target audience. There is one customer outreach entity getting in on Twitter in a big way, government. While some companies don’t seem to “get it”, this quote from NASA spokesperson about winning the Shorty Twitter Award underscores your message.
“The response was incredible. Very quickly it became a way not only to deliver news of the mission, but to interact with the public and respond to their questions about space exploration.”
http://tinyurl.com/dceo8d
I don’t have anything add other than that.
Thanks,
Dutch (aka fairuse, duddits)
Frank. Your post is so important. Companies that are not involved in twitter are losing huge competitive positioning. This is the venue to ask customers questions and to be in touch with new people.
I like to look at Twitter as a lead generator, connecting with people all over the world you might not have met otherwise. Why not move the marketing effort away from Twitter and contact people direct with your products or services etc. It seems each Twitter account connects to a website or Blog. Follow your nose : )
Bryan Tartus
CEO
the Planet Channel – Internet TV Network
[...] works for non-profits, not for all businesses), but there is some great insight in each link: So Should a Business Be on Twitter?, by Frank Eliason. How Twitter can make you a better (and happier) person from Tony Hsieh, CEO of [...]
I want to use twitter as a means of advertising our business. WE NEED HELP! After my teaching job was eliminated in June of 2009 I needed to do something quick. My family and I relocated to accept this position and after a year I WAS BOOTED because of budget. We thought after searching for all the “so called” get rich on line business that our niche could be offering others ideas on a web site for people to pick and choose FREE no membership as with other “GREAT SITES” we obviously have affiliate programs on there and that is how we make our income. So far we have gotten alot of “clicks” but very few BUYS. W need help to get this out there so we are doing everything.
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[...] So Should a Business Be On Twitter? [...]
[...] So Should a Business Be on Twitter?, by Frank [...]
I like to look at Twitter as a strong relationship builder. Since we’ve been on Twitter we’ve been able to meet the needs of our customers by way of booking their tanning and inch loss body wrap appointments for them and ensuring we have their desired lotions in stock. The beautiful thing about Twitter is we can take care of the needs of our customers in real-time. Because we are in real-time knowledge of our customers needs, we have formed strong relationships with our customers – our family.
Kerry Nosek
SunShowers TanSpa
Heritage Place Mall
We’re open for business
we are open for business
I am new to Twitter and hope to network with enough people to get my plumbing company through the usually slow winter season.
Recent Tweetter/Enjoy Moment.
[...] some practical advice from Claire and GetFrank, two small NZ businesses using – and benefiting from – [...]
I’m an Artist in a rural area, we all know the economy is tough right now, I’m hoping twitter will help me find some new customers, I have great original products, at great prices. Open for business, let’s all support our neighbors and friends, and local causes!
I agree companies need to find where their target audience is and where they spend their time. If they are on Twitter join and seek them out and see what they are saying about your company. Ask them how your company can use Twitter proactively and what they would like to see tweeted about.
At the same time research shows that 60% of users do not return from one month to the next. I think there are too many other SNS that Twitter is competing with that people sign up and just don’t come back.
So once companies search Twitter see who is already talking about them and already constantly using twitter that were they can start building relationships. But to have a conversation is hard to do in 140 characters so that is another issue…
but i will stop rambling
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I might be the one who disagree. Twitter is a loads and loads of spam – nothing more or less
Thanks Frank!
I’m in network marketing and just recently realized that I need to be using social media more. I am now following other marketers that have free training on how to better my business. I’m loving it so far!
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Go out there and seize the day!
The whole reason I joined Twitter is to get my name out in any way shape or form (forum). I feel that any and all avenues you use brings you and your business name known more. Just about everything you see and hear lately is “follow us on Twitter” and it’s usually a business of some sort making that statement.
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We’re just learning about how to use Twitter effectively for our customers but this article is really great. Many thanks
http://blogs.mail.ru/mail/strelkov37/399F7001AC7B7F74.html
Comment, please !
How can I properly use twitter 101 to promote my Limo buisness. I am trying to learn how to use the internet as a means of advertising. Thank you for all the helpful info! Please respond
I am an artist(PAINTER) With almost 200 virgin paintings How can I use twitter to promote and market my products?Also I need a publisher who can take good care of my works. I really count on you and thanks for you kind replies.
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Frank Eliason- very well said…
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[...] So Should a Business Be On Twitter? [...]
I always stress the pro’s of effective social networking to clients, sadly my own social networking has been neglected due to business demands..the irony in this isn’t lost on me! Having just decided to practice what I preach I’m feeling that Twitter has it’s place for ‘business networking’, but equally it’s a platform to let people out there know we’re also human, a facet I find invaluable in any relationship.
After reading a few of your pieces, I’ve decided that social networking may be good for the company I work for. Which is a small transportation (trucking, courier) company, We are looking to expand our business to the thousands of micro and home based businesses in the area. Any recommendations on how to open the line of communication without coming off as a spammer?
we offer first class limousine services in Toronto Ontario Canada for over 33 years
social media will just become “the internet” as opposed to an almost separate division. everything online will become social
I used social to build a loyal art following for my free artists gallery – without it my marketing costs would increase.
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Great Posts. It helps newcomers about the best way to use twitter either personal or for business
[...] So Should a Business be on Twitter [...]