The dynamic of Twitter has changed, it is different, and I am struggling to put my finger on exactly what that change is about. It is possible that I am different, or that my needs and wants from Twitter are different. But, Twitter must be more to people than just a place to whine, or vent, unfortunately, that seems that is what makes the news. Twitter is an acquired taste. You cannot tell someone to like it, they just have to figure it out for themselves, find their own best use. This does need to be an active decision. Twitter is the bridge between Social Media and Social Networking and the recent change, the new dynamic, seems to have made that chasm wider, and that bridge harder to cross.
Twitter was my introduction to Social Media. I joined and starting using it about the same time as Facebook and the time I started blogging. Yes, I watched and maybe created a few YouTube videos, participated in instant messaging, but this was the real start. On Twitter, I started slow, asked me wife to look at my Tweets, just to be sure someone was watching, isn’t that how everyone starts? I was not an early adopter, by any stretch, but I think I was an early adopter from a collaboration perspective, eh, maybe.
Is Twitter for Sales, Support or Marketing?
There is no really good answer here, ask 4 people and you will get 5 opinions. There is certainly value for sales people to leverage Twitter. Specifically, it can be a valuable intelligence tool even research tool. But, it could also be a monumental waste of time. A sales person will not close a deal on Twitter, not in the B to B space anyway. It must be part of a broader strategy, and caution is advised. I believe sales people need as much, or more guidance than others to use it effectively.
Talk to Frank Ellison (@comcastcares) and Twitter is good for customer support. Or at least for customer complaints, there is a subtle difference. Is Twitter really good for Customer Support, or do companies simply tolerate it? There was a good discussion on the Social Pioneers Google Group, feel free to peruse the discussion there. If your customers are not likely to be on Twitter or using Twitter for support type issues, no reason to encourage them to move here. Martin Schneider wrote an interesting post about whiners on Twitter, Jacob Morgan talked about the issue as well. but, at a higher level, Social CRM not just Twitter. Support needs to solve this problem, of the whiners, and not reward them. But, if you really want to solve problems, you need to take the conversation somewhere else.
Marketing, of course, loves Twitter. It is a way to broadcast messages, first and foremost. The ones that are doing it right, are using it as part of a multi-channel strategy, to engage with the ecosystem and participate in conversations – listening more and talking less. If they are talking, then the hope is that they are talking about something else other than themselves. People are doing this, brands not so much. I am not going to go deep on the marketing use, hundreds of articles have been written and read. Twitter is a place where Marketing can begin the conversation, but is not the place where a relationship can be built.
Twitter is for Collaboration, and it is where things begin
I asked my Tweeps (Friends on Twitter) what they thought, and the answers support my thesis (statistical sample is small and skewed, but work with me). Collaboration is my favorite use for Twitter, it is very powerful. I have met fascinating people, and have continued collaborative relationships which extended much beyond Twitter. Brent Leary had a great way to put it. “@mjayliebs I like 2.0 and what it allows us to do, but 1.0 is still where relationships began w/ 2.0 become 3D – richer, more meaningful…”
- Allen Bonde, a management consultant and marketer said: “Twitter is great for alerts, listening and offers for followers. It’s a good discussion starter – but a poor discussion finisher”,
- Jason Falls, a thinker, blogger and consultant in the media relations domain said “Twitter is for Conversations”,
- Esteban Kolsky, an analyst and consultant, said:”twitter was the blueprint to evolve collaboration platforms… can it continue to be relevant now? time will tell – gut says meh”,
- Venessa Miemis, a futurist, philosopher, thought architect, metacog said:”Connecting, sharing resources, network weaving, learning, expanding consciousness, growing, discovery”,
- Heather Margolis, a Channel Management and Marketing Maven using social media in a B2B world said: “Connecting with those in your industry/eco-system but maybe not in your direct circle of contacts”,
- Brian Vellmure, a Customer focused strategist said ” 1) People Sampler 2) Learning Tool 3) Relationship/Conversation On ramp 4) Info distribution channel”,
- Ann Hadley head content, editor Marketing Profs, said “Twitter is for connecting. Also, whiter teeth.”
- Mark Frazier – President, Openworld – said “a) scans of torrential innovation, w/links to dive in b) sense of ‘whole person’ via their tweet traces c) map of influence nets”,
- Mike Boysen, a CRM purist, said “Twitter is a novelty. I found new friends. We quickly moved to another medium. Nothing left to say”,
- Mark Tamis – with a Enterprise 2.0 and BPM background a said “finding and exchanging information and insights relevant to my interests and further the thinking around them”,
I might be hanging with the wrong crowd, or the right crowd, my preference of course. But no one said “whining”, why is that? Is it because the people who responded actually listen, as well as talk? Of course Esteban Kolsky wrote a great post just yesterday, helping me to formulate my own thoughts:
“Twitter is a microcosm. Twitter is a world in itself, and it has dramatic representations of what happens in the real world as well.” He then goes on to say “Twitter is a representation of the real world, no more and no less, and it requires the same commitment to get value out of it as you do from the real world.”
This is crucial to those of you out there that just love to yell and scream when something happens. Just ask yourself, if you were at a cocktail party, or at a neighborhood BBQ, would you broadcast as loudly? Has it changed for you? Are your teeth whiter? Just asking….