Disclaimer: I normally do not blog on business issues here. But using twitter for business also involves your private life... and in my case, as with a lot of managers, private and business life do interleave.
What is Twitter? Twitter is a micro blogging site, you send posts to it like SMS/texting on a mobile phone. The posts called "tweets" are blogged on your site like: http://twitter.com/DuncanMcNutt for all to see.
Why is this interesting for business? With Twitter you can connect to people interested in the same subjects you are working/interested in. Because of the informal nature of twitter you can search for subjects like: social media, sustainability, marketing, cloud computing, what have you... and then just start a conversation with people who are also into this subject. People you would normally find it hard to connect to. This lets you gain insights, field questions and build your network on experts on the subjects that impact your business. You can also use it to promote your company and its products, but you should be careful not to spam.
How to go about it? To be successful in this endeavor you need not just to "tweet" your thoughts but more important your insights and useful information for the community. The better your content the more interest you will garner. People will start following you based on the quality of your content.
You also need to follow the conversation of other thought leaders and engage them in conversations by "replying" (e.g. post "@user my comment on blurb"). If your posts are interesting and to the point people will start "following" you and that builds your community in twitter space. If you are into a certain topic, like "economy" then insure your posts include this word so others can find it in their searches. A commonly used feature is to prepend the keywords with the # symbol. This allows people to perform a search by clicking on the word in many twitter clients (e.g.: #innovation).
If you wish to promote your company it is best by showing off the strengths your company has by showing competence and supporting the community. If you publish to much advertising then chances are you will lose followers and others will consider this spam.
The down side is that this, like all social networks, requires time. You need to tweet regularly and keep it up. If you are not that type of person or willing to invest, then you should better leave it be. You should also be careful about what you say and how you present yourself, etiquette is important. Also obviously do not use it for company internal conversations or posting any company information that is not public.
To handle this on a professional level some companies have designated official social media representatives that handle this type of interactive media for them. One needs to evaluate the possible impact this media gives one in the market and if the expense is worth it. Obviously in the IT industry the ROI would likely be high, in other markets it depends on the topics being discussed. I have seen much in Twitter space in the areas of "marketing" and new technologies for example. Harder topics like "innovation" and "strategy" are hyped but often not well understood by the community and there is less evidence of any serious thought leader presence here. However if you use it to communicate/market/support your products and services then it may well be worth investing in this platform.
A CIO should consider checking the communications policy and working with the corporate communications division to insure that blogs and micro-blogging sites, like Twitter, are properly handled. This would probably be a good time to insure that all social media types (e.g. video sites) are properly addressed by corporate policies.
Twitter as a communications platform can also be used internally for adding social media interactive internal communications. There are several companies that offer solutions.
Summary:
Here are some tips to get you started, but after a day or so you will likely find more in depth guides on your own that suit your taste: To use the full potential of Twitter you need a client that supports this, the standard web interface is really a least common denominator.
What is Twitter? Twitter is a micro blogging site, you send posts to it like SMS/texting on a mobile phone. The posts called "tweets" are blogged on your site like: http://twitter.com/DuncanMcNutt for all to see.
Why is this interesting for business? With Twitter you can connect to people interested in the same subjects you are working/interested in. Because of the informal nature of twitter you can search for subjects like: social media, sustainability, marketing, cloud computing, what have you... and then just start a conversation with people who are also into this subject. People you would normally find it hard to connect to. This lets you gain insights, field questions and build your network on experts on the subjects that impact your business. You can also use it to promote your company and its products, but you should be careful not to spam.
How to go about it? To be successful in this endeavor you need not just to "tweet" your thoughts but more important your insights and useful information for the community. The better your content the more interest you will garner. People will start following you based on the quality of your content.
You also need to follow the conversation of other thought leaders and engage them in conversations by "replying" (e.g. post "@user my comment on blurb"). If your posts are interesting and to the point people will start "following" you and that builds your community in twitter space. If you are into a certain topic, like "economy" then insure your posts include this word so others can find it in their searches. A commonly used feature is to prepend the keywords with the # symbol. This allows people to perform a search by clicking on the word in many twitter clients (e.g.: #innovation).
If you wish to promote your company it is best by showing off the strengths your company has by showing competence and supporting the community. If you publish to much advertising then chances are you will lose followers and others will consider this spam.
The down side is that this, like all social networks, requires time. You need to tweet regularly and keep it up. If you are not that type of person or willing to invest, then you should better leave it be. You should also be careful about what you say and how you present yourself, etiquette is important. Also obviously do not use it for company internal conversations or posting any company information that is not public.
To handle this on a professional level some companies have designated official social media representatives that handle this type of interactive media for them. One needs to evaluate the possible impact this media gives one in the market and if the expense is worth it. Obviously in the IT industry the ROI would likely be high, in other markets it depends on the topics being discussed. I have seen much in Twitter space in the areas of "marketing" and new technologies for example. Harder topics like "innovation" and "strategy" are hyped but often not well understood by the community and there is less evidence of any serious thought leader presence here. However if you use it to communicate/market/support your products and services then it may well be worth investing in this platform.
A CIO should consider checking the communications policy and working with the corporate communications division to insure that blogs and micro-blogging sites, like Twitter, are properly handled. This would probably be a good time to insure that all social media types (e.g. video sites) are properly addressed by corporate policies.
Twitter as a communications platform can also be used internally for adding social media interactive internal communications. There are several companies that offer solutions.
Summary:
- Seriously consider the pros and cons and investment required. To make an informed decision you need to try it out first, to fully understand it.
- See how others are using it, businessweek has an article on the marketing aspects.
- Be careful about how you communicate. CIO magazine has some good tips on social media etiquette.
- Review your corporate communications policies before you start.
- If you are looking at corporate representation, consider appointing a social media expert (example Pandora.com).
Here are some tips to get you started, but after a day or so you will likely find more in depth guides on your own that suit your taste: To use the full potential of Twitter you need a client that supports this, the standard web interface is really a least common denominator.
- For business hours I use Tweetdeck,
which allows me to track serveral subjects areas simultaniouly. It requires a lot of screen space so keep in in the background. - For private hours I use Twhirl, it is less intrusive but allows you to keep in touch and has a similar feature set to Tweetdeck.
- For mobile use I use Tiny Twitter on my mobile phone. I have heard that fring is good if you also like to chat.
- For the iPhone and the Mac I hear Twitterrific is good.
, it will do anything with a picture you can imagine.


