Creative Lewisham blog

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Twitter and B2B

July 09 2009 9:17 AM

Take a more physical example. A car can be anything from a commuting solution to a child carrier to an indication of status. So if research shows that 90% of total mileage is actually covered by just 10% of cars, no responsible researcher should leap to the conclusion that nine out of ten motorists leave their car in the garage. They just use them differently.And the truth is that Twitter’s flexibility is perhaps the main reason for its success. It can be used for many things - and companies need to know what those uses are before deciding whether or not - or indeed how - to include it in their marketing strategy.Broadly, there are three ways to use Twitter (and this can be extended to the use of social media in general). Understand the basic balance between the three and you will be closer to knowing how it can best be put to work for your business.ChattingQuick, simple conversations, 140 characters at a time. Although inevitably superficial, these conversations remind customers that you are there as a brand in their world. Is that worth 20 seconds of your time? PublishingThis is all about sharing links. Less spontaneous, but more weight behind each tweet because there is a promise of more information. If you are a B2B organization, you can use Twitter as a distribution tool. If you were getting 50 visitors a week to your blog, Twitter can double it. Careful though, because you’re only as good as your reputation. If you want good distribution power and lots of useful followers, you need to build up a name for linking to useful information. The sad truth is that Twitter is also exploited by those peddling empty product info and get-rich-schemes - more responsible brands like yours can stay above this by publishing only thoughtful, impartial and above all useful links.MonitoringHere’s to the passive majority. The lurkers. Most of us, most of the time are just looking. Of course we are. That’s why millions watch football while just 22 men run around a field. But companies can still draw an enormous benefit by just watching because they tap into a real, live stream of user-generated information and feedback about their brand. Find out what customers and prospects are really saying. If you only use Twitter for that, you will have a useful tool that is easy to use and costs nothing. If you’re a regular Twitter user, you know all this - but I make no apologies for repeating it because if your job involves talking to companies about why they should (or shouldn’t) be using Twitter and other social media tools, this is an important argument to have when Twitter critics write it off based on a single statistic. And anyway, the news that 90% of traffic comes from 10% of Twitter users is maybe not so shocking after all. If we zoom back out of Twitter and look at the business world in general, it’s easily arguable that 99% of the words that are published in print are created by 1% of business people, ie the privileged few who know the editor. Surely Twitter and all the other social networks have helped to even things up a little by giving a voice to the little guy. Even if the little guys sometimes don’t know when to shut up.

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April 22 2017 7:44 AM

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