Tapping the Groundswell with Twitter

Twitter is one of the easiest, but powerful social media sites that is available to us right now. Twitter is now an essential part of the groundswell, and all companies that want to have an online presence should get on Twitter and start up some conversations; In 140 characters that is. However, “the richness that Twitter packs into these tiny updates is amazing” (Li & Bernoff, 2011, pg. 197).

Here are some elements that makes Twitter so unique to the groundswell:

  • Followers: Twitter also people to connect with whoever they want, which forms connections quickly, and enables people to develop followers in the thousands or hundreds of thousands (Li & Bernoff, 2011).

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  • Hashtags and Searches: Hashtags are more precise than other searches, and because by default they are public, it makes them searchable (Li & Bernoff, 2011). This makes it super easy for people or companies to see what people are talking about.

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  • Mentions and Retweets: Twitter makes it easy for people to reply or reference another Twitter user within a tweet, simply by using the @ symbol, along with the users Twitter name (Li & Bernoff, 2011). As for retweeting, this allows you to share others messages at the simple click of a button, and allows for ideas to spread virally, really fast (Li & Bernoff, 2011).

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  • Links: Only having 140 characters makes links very convenient in your tweet. This could include links to articles, blogs, websites that you want to share with your followers, and gives more space to write something along with it! You can also shorten links using a URL shortener, like this one.

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  • Lists: Twitter added the ability to create lists of people you follow and share them (Li & Bernoff, 2011). This allows you to organize your followers and share this information with others, so they may follow them too.

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  • Apps and Tools: One of the best tools for Twitter users is TweetDeck. A free application that links with your Twitter account, to see your news feed, messages, and notifications across one full size screen in real time. This allows for better organization and engagement. Below is an example of my personal TweetDeck.

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Twitter and the Five Groundswell Objectives

As we’ve talked about before it’s important to listen and talk with your customers online. Every company needs a primary objective, however being ready for anything is always a good thing. Here’s how to use Twitter for each of the groundswell objectives:

  • Listening to Twitter – Someone should always be monitoring this, and keep track of what people are saying about your company and products. Look at trends people are tweeting about, and identify if any influential people are talking about your products.
  • Talking to Twitter – Get involved and start talking with people, just listening isn’t always going to work. Respond to questions and concerns, retweet interesting things your followers might like, and market your business. But don’t overload your feed with advertisements as this could annoy your followers.
  • Energizing with Twitter – This starts with listening, and enables you to find those you want to energize. This includes people that like your product and current follow you. Energizing simply means responding to fans and retweeting them, as well as giving them content to tweet about (Li & Bernoff, 2011). People will get excited if a big named company starts following them and retweeting things they are saying, it gives them a following too!
  • Supporting with Twitter – More companies are using Twitter as a means for support, by answering customer inquiries, questions and concerns. Instead of waiting on long drawn out phone calls, people resort to tweeting to the company in order to get the answer they need.
  • Embracing with Twitter – collaborating with customers on products or marketing strategies can be the toughest objective, however can be beneficial (Li & Bernoff, 2011). Twitter makes it even harder, as there are only 140 characters available, and be able to gather a big enough following. Driving customers to partake in surveys along with an incentive to do so will help this spread. Asking people for new ideas will also help them feel empowered, and keep the conversation going on your Twitter.

What to Include in Your Twitter Strategy

Below are a list of things to incorporate into your Twitter strategy to help in succeed.

  1. Lock up your handle
  2. Listen first
  3. Be ready to support people
  4. Follow others
  5. Be ready for a crisis
  6. Respond, retweet, link
  7. Staff it
  8. Check with legal and regulatory staff
  9. Having gathered a following, don’t waste it

Reference

Li, C., & Bernoff, J. (2011). Groundswell: winning in a world transformed by social technologies. Boston, MA: Harvard Business Review Press.