Twitter: The Business Case For And Against - InformationWeek
IoT
IoT
Software // Social
News
2/2/2011
02:31 PM
Connect Directly
Google+
Twitter
RSS
E-Mail
50%
50%

Twitter: The Business Case For And Against

The microblogging platform's meteoric rise makes many enterprises think they need to jump on board. However, it's not for every company; here's how to know if a Twitter presence is right for you.

Businesses Take Action With Twitter
(click image for larger view)
Slideshow: Businesses Take Action With Twitter

No one needs persuading that social media is here to stay. In only a couple of years, Twitter went from what seemed like a mere gimmick to one of the fastest ways to spread the word about something. That makes it seem like an ideal medium for a business to raise notice about its products and services, and in fact that's what a great many companies do.

The problem is that the very audience you'll be seeking to engage with Twitter is also the same audience that has a built-in skepticism about social media. Twitter users by and large are entirely too conscious of how any segment of the Internet, or any communications medium at all, can be turned into a mere advertising vehicle -- and thus made that much easier to ignore. To that end, there are cases to be made both for and against Twitter when using it to spread information about what you do.

The Real Uses For An Official Twitter Stream

From the outside, Twitter may seem like a one-way medium -- a bullhorn from which you can broadcast things you want people to hear. That's the most common corporate use of Twitter so far, as a kind of news ticker or early-announcement system. There's no reason not to use Twitter for this, and if nothing else it provides a quick and easy way for people to syndicate announcements -- e.g., send them directly to followers' cell phones, etc.

But Twitter's two-way nature means eventually, people are going to want to talk back -- and they will expect at least some response. In the long run, Twitter works best as a conversational medium, not simply as a way to shout out.

Because this approach is still so new, it's often tough for a company to adopt it properly. Many companies dip their toe into Twitter's pool by creating an official Twitter account, or sometimes multiple accounts for different divisions. Sometimes they do this without a clear idea of what that opens themselves up to: they're prepared to broadcast, but not receive.

That doesn't make their Twitter feed useless, but it does make it that much less useful in the eyes of those who come to Twitter to use it to its full potential.

Six Cases For Twitter

The best corporate uses of Twitter have a few basic hallmarks. Each of these is an argument for how Twitter can be a major addition to a company's customer-facing strategy, even if they all come with caveats.

Previous
1 of 5
Next
Comment  | 
Print  | 
More Insights
Comments
Oldest First  |  Newest First  |  Threaded View
bobcoolguy
50%
50%
bobcoolguy,
User Rank: Apprentice
10/17/2011 | 4:47:13 PM
re: Twitter: The Business Case For And Against
This article says halfway through "Six Reasons Not to Jump Into Twitter".... I only see 5... Where did it go?
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of the Cloud Report
As the use of public cloud becomes a given, IT leaders must navigate the transition and advocate for management tools or architectures that allow them to realize the benefits they seek. Download this report to explore the issues and how to best leverage the cloud moving forward.
Video
Slideshows
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Join us for a roundup of the top stories on InformationWeek.com for the week of November 6, 2016. We'll be talking with the InformationWeek.com editors and correspondents who brought you the top stories of the week to get the "story behind the story."
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll