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Why Twitter?

By ISITE Design
April 20, 2008

Twitter wants to know what you're doing, and the web world is responding. The micro-blogging service has a simple function: allow people to post short updates (called "tweets") about what they're thinking and doing right here, right now. Other users can follow your updates and reply publicly or privately. While still a niche service used primarily by social networking early adopter types, it has enjoyed steady growth and reportedly has close to a million users.

Beyond simply keeping a pulse on their peers, businesses are taking advantage of the medium in new and unexpected ways.

Five Ways Businesses Can Benefit From Twitter

• Reputation monitoring: Lurkers can find value by monitoring what people are saying about their brands, products and services. Tools like TweetScan allow you to see real-time conversations and comments.
• Market research: Companies that have jumped into the Twittersphere can attract thousands of followers. This provides a rare opportunity to get instant feedback on new products, websites and ideas. Float an idea and see what people think.
• Brand personality: Twitter can help put a more human face on a company. In much the same way blogs broke down the walls of traditional PR, Twitter can drive real conversations and make organizations more accessible and personable.
• Word of mouth: Companies that successfully (read: authentically) participate with Twitter can use their existing brand evangelists to help spread the word, reach more people and invite others into the conversation.
• Customer service: It is possible to quickly find disgruntled customers and directly address their problems by starting a conversation. There are already high-profile examples of companies like Comcast (@comcastcares) proactively reaching out to customers in distress.

Organizations using Twitter

Here are just a few companies doing business on Twitter:

• JetBlue (@jetblue): The airline is engaged in dialogue with its customers online, asking how flights went, apologizing for delays and posing questions to help the business.
• Zappos (@zappos): The Zappos CEO has actively and effectively used Twitter to get feedback on his company's new website, spontaneously give away shoes and directly respond to customer questions.
• H&R Block (@hrblock): The tax people are using Twitter to offer suggestions on how to spend refunds and help people with tax-related questions.

Take the Plunge
While Twitter is still new, one thing is clear: to realize the benefits, you have to jump in with both feet. To get social media, you have to engage in social media. The service itself may be a passing fad or a precursor to something bigger. But regardless of the underlying technology, the need to better connect with your customers is not going away. Happy Tweeting!