Twitter firestorm

Wow, I had no idea what a firestorm my Twitter mini-article in the Debate Room at Businessweek.com would provoke. There are over 40 comments -- mostly disagreeing with me. Those who agreed didn't do so electronically. They picked up the phone and called me, just to prove my point.

But here's one that came directly to me from Joan Damico, a client and integrated marketing consultant who's doing a lot of social networking lately. Her message was less vehement and more generous than most, with lots of ideas for me. I daresay, she may be winning me over...never say never. (And if I write my next book on Twitter, don't say, "I told you so."

Hi Ilise,

I love your post and have to admit, I felt the same way about Twitter--not because someone rudely buried his head in his cell phone tweeting while I was trying to hold a conversation.

I just thought that Twitter was a big waste of time... who cares about what I just did or am about to do.  However, I thought I should get to know Twitter. So I started tweeting and now I'm seeing it differently. 

It's still being used a lot like early blogs, which were a selfish account of one's daily life.  But look at how blogs have evolved.  I see the same thing happening with microblogging.  Consumer companies are using it to develop communities around their brands (Marriott Corp.) and B2B marketers are using it to stay connected to colleagues (me and a number of other biz folks).

I can see you using it to help you keep your clients on target with their marketing.  It would be similar to your phone conferences with a group of clients.  Only instead of using the phone for a weekly call, you would use Twitter for up-to-the minute progress updates.  When you think about it, keeping your clients on track is more about what goes on in their daily routine between calls where they fall off course.  So a quick Tweet asking a client if they've made a cold call or two, or questioning as to whether their recent Twitter post is furthering their marketing program, could go further in keeping them on track than a weekly call.

You could also use Twitter to tell folks where you're speaking and they and their followers could sign up for your workshop.  It could build attendance and possibly business.

Now if you had asked me how Twitter could improve your business a month or two ago, I wouldn't have been able to come up with the above answers. Agreed... a lot of what's on Twitter is useless chatter (same with Facebook, MySpace and other social sites), but when done correctly, can be a powerful marketing and networking tool.

Best,
Joan Damico
(aka @copywriter4u)

Comments

[Mark Silver]

Hi Ilise

I am so glad that you are being won over. I think the core issue is about manners.

Good: using tools sensibly and with integrity to stay in touch and be generous with people you want to help

Bad: not connecting to people in front of you by staying glued to a screen.

I tweeted about a problem with 1shoppingcart.com and they were listening. Someone from 1shoppingcart responded to me within minutes, and helped solve my problem. Without me having to be on hold with their customer service line, without me having to search for the tech support chat links.

I simply complained in a public space, and they listened and helped.

THAT is a powerful tool for business. I was impressed.

The key to twitter is to not use it as it suggests. Don't talk about what you're doing on a minute-by-minute basis. Instead, engage in good-ol' let your hair down by the water cooler gab.

Make friends, give out resources, learn about things.

You've heard this a thousand times from others by now, but I thought I'd drop my experience in, too, since I avoided and resisted it for a long time myself.

[TurtleBlue]

What I object to is the implication is that - as soon as a tool appears - everyone must adopt it or be thought hopelessly out of it.

If you like Twitter, use it.

If you like your bank's drive up window, use it.

If you like your land phone more than a cell phone, use it.

Wasn't it all supposed to be about having more choices?!

(And the thought - on Ilise's Debate Room responses - that Warren Buffet might be tweeting ... to anyone who knows anythign about the man, that's unthinkable!)

[Ilise Benun]

Mark, you know what's really weird? I had read your comment here but didn't connect it with you, even though your name was right there! Reading all the comments here and on businessweek.com, I can barely keep track of who said what. This is one of my main complaints about anything that happens online: it doesn't penetrate the way a real encounter with a real person does. (Good to meet you for coffee this morning, by the way)

Maybe I shouldn't expect it to. Or maybe the problem is in my brain. But I know I'm not alone since I read Nicholas Carr's article in the Atlantic Monthly, "Is Google Making Us Stupid."