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Twitter is an online micro blogging service for distributing short messages among groups of recipients via personal computer or mobile telephone. Twitter incorporates aspects of social networking Web sites with instant messaging technologies to create networks of users who can communicate throughout the day with brief messages, or “tweets.” A user types a tweet via mobile phone keypad or computer and sends it to Twitter’s server, which relays it to a list of other users (known as followers) who have signed up to receive the sender’s tweets by either text message to their mobile phones or by instant message to their personal computers. Tweets may be on any subject, ranging from jokes to news to dinner plans, but they cannot exceed 140 characters.
As part of our PR-offer, DE CONCERT COMMUNICATION acts as a social media community manager for several of our clients. Twitter plays a major role in this field. Please find below some arguments explaining why Twitter is such a strong marketing and communication tool:
A. THE VALUE OF FOLLOWING
– SEARCHING CONNECTIONS AND INFORMATION
By being on twitter and using the various tools of this social networking and micro blogging site, our clients can build up well-directed connections and gather valuable information.
– KEEPING UP ON NEWS AND TRENDS
Twitter is a great way to keep up with the latest news and trends. This can be turned into a competitive weapon for our clients and secure them access to real-time news and market information that their competitors possibly don’t have.
– GENERATING FOLLOWERS
As said before, a lot of people or organizations that we will follow on behalf of our clients’ account will follow them. The community will judge the importance of our client and its “opinion leadership” by the amount of his followers.
CLICK TO ENLARGE ABOVE SCHEME – Twitter is a great tool 1/ to connect with opinion leaders in a particular field of activity and 2/ to develop an opinion leadership. The concept of opinion leadership is crucial in developing the legitimacy and credibility of an innovation, of a new technology, of new products and services.
– OPENING UP NEW RELATIONSHIPS
The act of following will often be reciprocated. This is the start of a potentially rewarding relationship with an interesting person or organization.
– DEEPENING EXISTING RELATIONSHIPS
By following and exchanging with people that you have briefly met at a conference, at a meeting etc. you may develop long lasting and deeper relationships in an informal way.
Being active on twitter is building selective networks at a low cost but in a highly efficient way.
Twitter is a highly efficient way to interact with both people and organizations you are interested in. Some of these interactions may lead to new ideas, others to temporary collaborations or long lasting partnerships.
– CONNECTING WITH JOURNALISTS
Journalists are extremely active on Twitter; they use it to seek information on leads and sources. Once established as a voice of authority on Twitter, one gets direct relationships with key journalists and gets articles more easily —especially if one combine the tweets with posts on the company’s Internet site.
– BOOSTING ONES VISIBILITY ON SEARCH ENGINES
Search engines bring up everything from website presentation to LinkedIn profiles, videos and Twitter accounts.
B. THE VALUE OF HAVING FOLLOWERS
– INFORMING AND INTERACTING WITH PEOPLE THAT SHARE COMMON INTERESTS
Twitter is a way to keep your followers up to date with issues pertaining to the business fields you are in (“opinion leadership”, see above scheme) and your business. Importantly, it lets followers communicate with you too.
– SHOWING YOUR IDENTITY
Twitter is a chance to liven up you image, to give a sense to your brand. Tweeting about your team, your values, important developments in your industry and business, newsworthy information regarding your activities, your technology, your products and services gives followers a sense and additional credibility to your business.
– INCREASING RECOMMENDATIONS AND BUSINESS
Businesses followers feel more connected with other organizations after following them. When communicating with an organization on Twitter, a vast majority of these messages is read and treated. Direct tweets are mostly positive interactions, not complaints. Followers are more likely to make a deal with an organization after following the company, and they are more likely to recommend an organization they follow than before they followed it. Organizations on twitter are more likely to visit another twitter account upon recommendation. Tweeting about oneself, ones services and products will encourage followers to find out more about the company, leading to business relationships.
– INCREASING TRAFIC ON ONES WEB SITE
Tweeting, if done regularly and in the right way (= content wise), has the potential to generate a lot of additional traffic for business websites. By linking tweets to contents on company websites, people will come directly to these pages.
– PROMOTING CONTENTS
You will also experience that people and organizations will promote your tweets or your links on Twitter on your behalf either by “Retweeting” your tweets with the links or simply by selecting something that has been written by you and promoting it to their followers.
– ADDITIONAL MARKETING TOOL
Twitter serves as a non-aggressive additional marketing tool.
– CATCHING PROBLEMS EARLY
Twitter can help you discover image or reputation problems and potentially damaging PR disasters before they cause trouble. Pick up conversations about your company and respond quickly.
– DEALING WITH A CRISIS MORE EFFECTIVELY
The best way to deal with a crisis effectively is to build trustful and authentic relationships with community stakeholders (journalists for example) before being hit by a crisis. Twitter is not only another efficient tool to build these valuable relationships; it is also the most efficient tool to communicate in case of a crisis because of its rapidity and conciseness. As said above, Twitter is also a place where you can find out about reputational risks or starting crisis involving your company. Moreover, Twitter is a tool to prevent or to mitigate the crisis. With the success of the company, more and more people will talk about it. Ours clients must know what is said about them. We all must stay ahead and communicate in a proactive way. If we do not communicate, people will communicate on our behalf and these contents might not always be accurate.
Contact us if you need more information or if you would like to discuss how we can become your community manager!
04/06/2014 DE CONCERT COMMUNICATION