Pass it On

The online social network Twitter began as a way for friends to stay in touch, but has quickly moved into the business mainstream. It can serve as a powerful tool to promote your organization and build brand loyalty.

UPDATE: Twitter has published a guide on how it can help businesses, as well as detailed examples of how companies are using it. Click here to read "Twitter 101 for Business."

Tips for Twitter Effectiveness Use the search option to build your initial network. Watch existing conversations to see what is being said about your company, industry or competitors. Participate when appropriate and people will start to take notice of your page. Import your e-mail address book to find customers and colleagues who are already on Twitter. Some recipients might not appreciate getting this message. To hold your followers' interest, keep your updates a mix of advertising, useful information about industry trends, relevant news and tips related to your business. Some Twitter users are becoming irritated about the increasing amount of spam generated on the site (sometimes called "twam."). Don't go overboard. Aim for one to three tweets a day. Stay connected to your followers without overwhelming them. Be careful when writing tweets because once they are posted, they cannot be edited. (However, you can delete them.) Ask questions to pique the interest of followers and inspire dialogue. You can get feedback on new products and services, or remind customers about promotions or the need for a regular service. For example, the need for an auto oil change after a certain number of miles or the need for teeth cleaning twice a year. Have someone at your organization check your page regularly and reply to posts. If you don't respond quickly, you risk alienating those who take the time to comment. Set up a feed to announce when new products arrive, or to communicate with customers. Followers can subscribe to your feed via text message. Organizations of all sizes are using these feeds. The U.S. military just set one up on Twitter (as well as pages on Facebook and YouTube) to "bring the mission in Afghanistan directly to the people."

Potential Liabilities Tweeting may be simple and fun, but like all electronic communication tools, using Twitter can expose your company to a number of risks. Here are just of few of the potential liabilities: Company trade secrets could be divulged. Copyright and trademark laws could be violated. Privacy and defamation issues could arise. The very short nature of the posts could be misinterpreted. Bottom line: Tweets are a reflection of your business and can create a damaging record on the Internet. Information posted could be subpoenaed in lawsuits. Twitter posts should be treated with the same care as e-mails, blogs, Web sites and text messages.

Twitter has become one of the fastest-growing web applications and a standout in the business world due to its creative approach to communication. Even better, it's free and easy to use.

But in order to effectively utilize Twitter to generate leads, drive traffic to your Web site and improve customer relations, businesses should understand how it works.

Basics of Tweeting

Twitter is a messaging service or micro-blog where users answer one simple question: What are you doing?  Posts are known as tweets, and must be 140 characters or less. You can choose to subscribe to other users' updates (become a "follower") and others can choose to follow you. It's a good way to quickly keep in touch with customers and prospects.

Twitter users can access the messages through the Internet, as well as their cell phones and PDAs.

If you wonder whether Twitter is a valuable marketing tool -- or a waste of valuable time -- here are some examples of businesses that have leveraged the power of the service.

1. The Pod Hotel in New York City posts current promotions and advertises concerts, shows, and sporting events their customers might find interesting. Recent tweets include:

• "We have last minute Yankee tickets -- see Concierge or front desk."
• "Special: Reserve your pod for as low as $69."

2. Home Depot uses Twitter to improve customer satisfaction. In addition to discussions about project ideas, a spokesperson provides personal responses to customers who comment on positive and negative experiences they've had at stores. For instance, one customer complained that the process for registering with Home Depot for wedding gifts was "unnecessarily difficult - all on paper! Would it be that hard to reprogram an inventory scanner?" The Home Depot spokesperson quickly responded: "Yes, that is something we could improve. Would love more feedback from brides (and husbands)-to-be like you on the process."

To pursue longer conversations, Home Depot frequently asks followers to "DM" or direct message more details about their situations. Direct messages are private exchanges between one Twitter user and another.

3. Restaurants across the country are engaging diners with promotions and links to recipes and menus. For example, Riley's Cafe in Cedar Rapids, Iowa, features "Twitter Tuesday" specials. ("Buy one get one half off! Who likes to eat alone anyways!!! Make sure you mention TT!!")

Laudisio, an Italian restaurant in Boulder, Colorado, tempts customers with messages ("smells awesome in here! not sure what paul is baking, but i want some!") and occasionally gives language lessons ("Today's Italian: Sono Affamato: I'm hungry!")

Another restaurant occasionally tweets job openings ("Now hiring part-time and full-time servers.")

4. Zappos.com CEO Tony Hsieh frequently tweets about his day. Light-hearted messages include insightful quotes from Abraham Lincoln, humorous observations, contests and links to the clothing retailer's Web pages. Examples:

• "Trying to reduce my e-mail inbox is like trying to lose weight. The number always seems to creep back up to where it was before.
• "Our training team hosted a hot dog social today at our offices. Can't believe I devoured 4 hot dogs. Not feeling so social now."
• In one tweet, the CEO asked followers to fill in the blanks on the question: "My favorite CLOTHING brand Zappos sells is ___ because ___." Three winners received $150 Zappos gift cards.

5. Airlines JetBlue and Southwest tweet about weather delays, news at major airports, and sale fares. JetBlue representatives keep messages interesting by sharing their favorite travel tips and time-savers. They have even hosted "Tweet-ups," which are actual get-togethers of Twitter followers.

Southwest Airlines recently announced a new service called "virtual queuing" via Twitter. ("Callers can hang up phone, keep place in line, & get called back when agent is avail!")

As you can see, there are many ways to utilize Twitter. Consider what it can do for your organization. If you can hone your marketing pitch to 140 well-chosen characters or less, you can instantly reach your customers for free. Now that's worth tweeting about.

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