Twitter has taken the online world by storm in 2009 and 2010. As its popularity skyrockets, so does the attention it receives in the media, and Australians are starting to take notice. We’re now asking ourselves – what should we do about Twitter?
What is Twitter?
Established in March 2006, Twitter is a micro-blogging website which publishes 140 character updates from its estimated 75 million plus users. The site asks users to post replies to “What are you doing?”, and the resulting updates are instantaneous, text-only, and can be sent from mobile phones, the website itself and third party applications. Users choose other users to “follow”, whose updates appear to them when they log in.
Twitter has experienced extreme growth worldwide over the past three years, growth which is still substantial: Twitter's global visitor rates have increased by 50% over the 12 months to March 2010. As its popularity has skyrocketed, so has the attention it has received in the media, and Australians are taking notice. We’re now asking ourselves – what should we do about Twitter?
Why should you use Twitter?
Twitter offers the opportunity to add further communication and brand management tools to your integrated, assertive and open online presence. Public business-to-consumer interactions, targeted product and service promotion, and responsive, proactive management of feedback are all benefits your organisation can realise by creating and operating an account on Twitter. As Twitter increases in popularity and visibility, your account will become even more important in positioning your organisation as forward-thinking, media-savvy and dedicated to communicating with your customers.
How should you use Twitter?
- Reply to your readers. If you want your audience to continue reading your tweets, create personalised communication which is directly engaging, even if it seems less “efficient” by requiring consideration of every incoming tweet. Twitter is about being effective, not efficient, and using Twitter effectively involves leveraging the directness it offers between users, rather than risking an automated reply which is insensitive, unhelpful or simply confusing.
- Keep informed. Similar to how media monitoring can watch for keywords and alert you to coverage you would otherwise miss, Twitter technology allows you to receive notification of keyword usage on Twitter. Twitter is a quick and easy way for people to talk about what is happening to them right then – which often means expressing frustration or praise at a product or service they are using. Never miss out on tweets you should be aware of, or even replying to – and retain the personalised touch by crafting each individual reply.
- Give yourself a voice. Your brand may already have a defined voice, but Twitter allows you to vary that voice and create a broader online persona. Your Twitter can be written by 'the organisation', an excited new hire who chronicles their experiences, the CEO about his or her strategic vision, an enthusiastic helpdesk member, or any other involved and passionate employee. Multiple Twitter accounts can be created, for multiple voices, through which your organisation can demonstrate its flexibility and unique qualities.
Risk management when using Twitter
Engaging in a new and innovative form of online communication means engaging with coming to terms with the risks you face in using it. Some issues you will need to resolve include:
- Negative feedback. By establishing a presence on Twitter, you may receive more direct feedback from other users about your products and services, and this feedback will sometimes be negative. Take the opportunity to respond quickly and appropriately, providing assistance or information where possible and directing the user to an alternative communication channel if appropriate. From a negative beginning, create a positive interaction with the customer.
- Falling behind. Effective use of Twitter entails being aware of all relevant updates, responding promptly where necessary, and keeping your followers informed of your latest news. Twitter is not a “set and forget” tool, so it is imperative your organisation allocates adequate resources to manage your account on a daily basis. A slow, silent Twitter account will do more damage to your online presence than no account at all.
- Under-resourcing. Just as your organisation needs to be up-to-date in its management of Twitter, you also need to consider who will be managing your account. A resource will need to be allocated, with enough time every day dedicated to read relevant updates, respond appropriately and update with the latest news. Although Twitter seems simple, don’t risk under-resourcing your approach to it, and reducing its effectiveness for your organisation.
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