Given Twitter’s simple web interface and straightforward purpose, it’s a wonder that so many business owners are unsure how to use Twitter and misunderstand the benefits it can bring to their business when used effectively.
What is Twitter?
In a nutshell, Twitter enables users to send messages (hereafter referred to as “tweets) to people that subscribe (hereafter referred to as “followers”) to their updates. Individual tweets are limited to 140 characters and there are no limits to the number of tweets that can be sent in a day.
There are some finer points, but otherwise, that’s about as complicated as it gets.
But Nobody Wants to Hear Me Talk About My Breakfast!
That’s true! The fact is that initially, many Twitter newbies start using the service by communicating the mundane, repetitive tasks of their day. It is a common mistake, and fortunately, it doesn’t take long to learn more effective and interesting updates. The majority of Twitter’s professional user base don’t talk about their breakfast, when they’re going to bed, or whether they’re doing the dishes and the laundry. And when they do, you can bet they’ll do it in a way that has you laughing, thinking, or otherwise engaged.
As an example, let’s pretend you sent this tweet:
“Having a delicious dinner of Pad Thai at The Queen Mother on Queen street with @stevejobs and @billgates.”
Can you see why this tweet would be of value to others? It offers “followers” some good information: You’re giving a positive review of The Queen Mother restaurant, and you’re giving some insight about the people you associate with. A follow-up tweet from one of your followers could be:
“I love the Queen Mother! One of my favourite places on Queen Street! Try the sticky rice, it’s the best I’ve ever had!”
This is a good time to point out that you will get out of Twitter whatever they put into it. You can see from the example above that by providing interesting details and painting a picture, you’re creating a environment where people will want to engage and share with you. A tweet that says “Just rolled out of bed. Making Toast.” will probably not spur a useful response. Nobody wants to talk to a bore.
Now you’re thinking to yourself, what the heck does the example above have to do with business? Absolutely nothing. We used the above example of Twitter to show you that even on a personal level Twitter can be a powerful tool for communicating with your network.
What Role Does Twitter Play in Business?
I’m here to tell you that it is nearly impossible to have a positive Twitter experience in business, without also mixing it with pleasure. Tweets are about meaningful, updates, each with the capability to spur future dialog… it can be personal, business, or both. Each Tweeter finds their own comfort level.
Many small business owners use Twitter passively, meaning they will install a Twitter client, follow some popular Tweeters or news sources and rarely send tweets of their own. There’s nothing wrong with that, in fact, it’s a great way to stay in the loop on breaking news and current events.
Although Twitter can be used passively, the service really shines in its ability to spur a conversation between peers, customers and yes, even critics. Since the majority of Twitter communications are public (Twitter does allow for private direct messages called DMs), it’s provides an easy way for interested parties to participate in a conversation, even with people you’ve never met.
How often have you been at a business networking event and recognized two people you would like to speak with, but you’re not comfortable making an introduction? Twitter enables you to monitor the conversation and engage your peers on a different set of terms. First, most Tweeters expect to engage people to jump into their public conversations. Second, you engage on your terms say, when you have something to contribute to the conversation. It’s a win-win for business Tweeters everywhere.
There’s a lot more to be said about Twitter in business, especially when it comes to Twitter and small business marketing, community and customer service.
To be addressed in future posts:
- Service is King: Turning unhappy tweeting clients into evangelists!
- Employee focus: A time and a place for Twitter.
- Sales and Marketing: The DOs and DON’Ts of an effective Twitter strategy (there are LOTS of Don’ts!).
Until next time, check out the additional Twitter resources below:
Helpful Twitter Resources
Twitter as a tool for the small business owner, but
- A really great video: Twitter in Plain English by Common Craft.
- Twitterati, a useful website about Twitter by Mark Evans.
- Popular Tweeters in Toronto, Ontario.
- 14 ways to use Twitter politely by Margaret Mason at The Morning News.
- 8 secrets to being a good Twitter user [some profanity] by Ryan Coleman.
- iPhone Twitter Apps: Tweetie, Twitterific, Twitterfon.
- Blackberry Twitter App: Twitterberry.
- Mac/PC Twitter clients: Twhirl, Tweetdeck.
- The Tweeters I’m currently following.
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