Does your business Tweet? Twitter is an online social media forum that allows individuals and companies to communicate and interact on a whole new level. Twitter can connect people with one another that would otherwise have no contact. It can also engage and empower people who had no such power in the past. There are a number of companies and organizations that have taken social media as the new form of marketing. Tweeting to market various things within an organization has many benefits. Does the alignment strategy of Twitter match that of your customers and your organization. It is important to understand what a product is aligned to correctly leverage its potential.
Twitter- A Social Media Site
Twitter is a social media site and organizations need to understand that most users want to interact with people or groups on a social level. They will talk about their lives, communicate about plans, and engage with each other on a social level. If companies want to properly use the social media realm, they need to create dialogues with clients and customers. The dialogue should be engaging to the audience, and even more important, to the potential future audience.
Companies should keep in mind that a dialogue goes two different ways. A single tweet about a special sale means nothing if no one answers it and starts a response going. Twitter is about engaging the community and interacting with people. Constant streams of marketing material will just alienate users and perhaps even drive them away from the company.
Some companies have taken Twitter control away from the marketing department and placed it with the communication and outreach department. These departments better understand what at two way conversation needs to be in order to gain the trust of the audience and build and encourage relationships.
Overall, social media users are tired of blatant marketing. Businesses need to come up with something more creative on the Twitter field in order to gain recognition in a positive light. Large organizations need to have Twitter as part of their brand. Smaller organizations will need to be more creative about using the social media forum.
Creative Twitter Use
Instead of simply placing blatant information about the company in random tweets, companies need to come up with full force, creative ideas. Open discussions about certain topics that would relate do the company and the community instead. Get people talking about things and do not try to market. These discussions will turn into marketing as people begin to talk about the things the company has brought to light. In addition to posting discussions, organizations should offer ‘how to’s’, links to interesting and relevant content to build credibility and Twitter only promotional deals. Tweets should be varied and consistent to gain the most traction.
This form of marketing takes a high level of creativity and thought. It is not easy to use Twitter correctly and if it is used incorrectly, many users and potential clients and customers will be turned off of the company or organization. Put a full plan into place before tweeting without thought. Alignment to the customer and their needs is critical to the success of this social media tool.
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David G. Peterson is a business consultant and author of Handling the Remedy. He has extensive international experience managing projects and operations for large financial institutions. He has worked in North America, Europe, Middle East and Asia skillfully managing business and technical requirements, core systems enhancement and support, merger and acquisition integration's, business process reengineering, off-shoring and outsourcing.