Social CEO News

 

TWITTER

 

Twitter, founded in 2007, is one of the most popular micro-blogging sites with an estimated 241 million monthly active and registered users. Their stated mission is "To give everyone the power to create and share ideas and information instantly, without barriers."

As of March 2014, there were more than 500 million "Tweets" sent every day (short messages consisting of not more than 140 characters each). Like LinkedIn, more than 2/3rds of Twitter users are based outside of the United States.  

Although there has always been hype regarding messages that go viral on Twitter, there have also been some remarkeable business success stories. Companies like Best Buy, Southwest Airlines, Dell and Zappos to name just a few have found Twitter to be an extremely useful and valuable tool to communicate with clients, handle customer complaints or to make unique "Twitter Only" product offerings to their 'followers'.

For example, Best Buy has empowered its employees to use Twitter to answer customer queries turning their staff resources into one of the largest 24/7/365 help desks in the world.

 

There are also many instances where Twitter is could be portrayed as a potential waste of time. There are instances of high profile executives posting their latest thought, no matter how trivial. This does little to enhance their company's or their personal brand.

The difference between success or failure with Twitter lies in understanding what you want Twitter to do for you and your company.

The most specific examples have a very clear focus on the benefit to the client:

Dell Direct = special product offers 

Southwest Airlines, Zappos and Best Buy = Customer service.

If you decide that Twitter should be part of your social media strategy, start with defining what role it is to serve and also make sure that you have the resources to maintain this tool in real time. Many social media meltdowns occur not because a company reacted incorrectly, but because they reacted far too slowly!

Twitter's strength is its instant messaging, therefore it needs to be monitored and supported appropriately.