Is Twitter for twits?

  • I have generally avoided too much comment on social networking in this blog as it is amply provided for elsewhere. My colleague, Sam McArthur, posts some excellent content in her Savvy Marketers blog, which we include in our blog list.

    Twitter, however, is one phenomenon that leaves me increasingly bamboozled as to what its best use might be.

    For the uninitiated, Twitter is a social networking tool that asks the simple question ‘what are you doing?’ You then have 140 characters to say exactly that. You can ‘tweet’ as many times as you like and cover things as inane as putting the kettle on to as profound as saving the world. You can follow other twitters and other twitters follow you.

    I signed on to Twitter in August in the interests of exploration and since then have miraculously acquired 12 followers. 10 of the 12 I have never met in my life. Quite why they are interested in what I have to say, I don’t know, but they are welcome. There was a mini-surge in followers after I posted a Squidoo lens on Corporate Social Responsibility, which, in itself, provides a clue as to the types of people who are sharing their lives on Twitter. Rather sinisterly, I have received 3 notifications this morning of new followers whose profiles I discover are under investigation by Twitter for strange activity. I’m not sure what this means, but it makes me cautious.

    Some discernment is required in deciding who to follow. Blindly agreeing to follow anybody who follows you only leads to your Twitter page being filled with rubbish. I am following 4 people: the best user is Ethics Blogger, aka Chris McDonald,
    who provides regular tweets on ethical malpractice that he discovers around the world. I only wish I had time to read more of what he promotes. LouiseBJ on the other hand shares with us that she is logging on in the morning, un-jamming the printer and logging off at night. Very chatty and Louise is no doubt posting some very useful tweets amongst all this minutiae. They are, however, lost and I for one don’t have time to sort the wheat from the chaff.

    The Marketing Eye tweets have generally been business focused, covering promotion of posts on this blog, developments with clients and recommendations of services or web content that I have discovered. Perhaps this is too straight-laced, but I want anything that I impose on the rest of the world to add value in some way.

    As marketers we have a responsibility to explore and be at the leading edge of new methods of communication. At the same time, we have to avoid undermining our profession with the promotion of activities that won’t deliver a commercial return for our clients.

    So, where are the business-related benefits?

    • Twitter for common interest groups could provide some payback: the prompt and succinct sharing of information and updates with agreed terms of engagement about what is to be posted would aid communication and not waste people’s time with nonsense.

    • I can see too, that Twitter has benefits as an online PR tool as it is very popular with journalists. This then demands the same focus on quality as would be applied to a press release. I don’t see ‘The dog needs a leak’ cutting it as a press release, so why should it cut it anymore as a tweet?

    • As a brand builder, Twitter can reveal the person behind the company. This will only become genuinely useful, however, when Twitter is adopted beyond the world of marketers and social entrepreneurs. A client in the demolition industry will need some convincing that they need to start tweeting to reveal the human side of their brand to their target audience.

    The clue for Twitter, and large parts of other social networking media, is in the title. I read in yesterday’s Guardian that Twitter has been used extensively in India over recent days to appeal for blood for the injured in Mumbai. This is an undeniably brilliant use of the facility. Barak Obama used Twitter widely in his presidential campaign to mobilise the population to vote. If it can enfranchise the disenfranchised, we are looking at something very powerful indeed.

    Some forms of communication are designed to be ‘social’ and need to remain that way. Care and moderation needs to be applied when seeking to exploit them for commercial purposes.

Related articles

  • Read More

    SharpSpring launches visual workflow builder to enhance lead generation and sales

    SharpSpring recently announced the launch of their Visual Workflow builder. The new feature intends to make the process for creating workflows easier and brings it in line with the likes of Pardot...

  • Read More

    Why can’t we make faster business decisions?

    Malcolm Gladwell, in his book Blink, argues that the lengthy procrastination that often takes place in decision-making is ‘post self-justification’, because we actually make up our minds pretty...

  • Read More

    Marketing activity so bad it’s quite literally criminal

    A news article came out through the Bangkok Post (we found it through The Verge) last week about the arrest of three Chinese nationals. The trio had been paid over £10,000 a month to run a...

  • Read More

    Jason Dilworth joins The Marketing Eye to develop technical capability

    Financial services marketing agency, The Marketing Eye, has appointed Jason Dilworth to the new role of Technical Director in a move designed to expand and develop the company’s data-driven...

  • Read More

    A third of B2B marketers are tracking sales through social

    For an industry whose origins and continuing existence rely heavily on the accurate analysis of statistics, the insurance sector would do well to note the seismic shift taking place in modern...

  • Read More

    Repeat, Repeat, Repeat – 4 reasons to keep contacting the same prospect list

    Asking someone to buy your product or sign up to your service after only one mail-shot or email is unrealistic. We can’t expect that one email, no matter how carefully crafted, will be enough to...

  • Read More

    Promoting video content on social media

    So, your business has splashed out on a big, beautiful high quality piece of video content, you are going to want to stretch it as far as it will go, right? Then don’t do what everyone else does...

  • Read More

    Four Facebook ad campaigns you should be running to attract and retain investors

    With around one-fifth of the world’s population on Facebook, you would think generating brand awareness and leads from it would be a piece of cake. The reality is less straight forward. With a...

  • Read More

    6 quick wins when you first sign up to marketing automation

    Marketing automation systems are powerful, intelligent and the bedrock of many businesses' marketing strategies, but getting to learn and understand them takes time and dedication. Not becoming...

  • Read More

    7 characteristics of social media implementation in B2B marketing

    If you look for evidence of the potential benefits to B2B organisations of social media, you will see both lead generation, as well as brand reinforcement are being addressed to great advantage....

Take the first step

To find out more about how we can help you grow faster, please get in touch. We'd like to hear from you.  Or try our instant marketing healthcheck, it's free!

Quick Contact

Quick contact


Contact us

T 01825 765617


Our offices

Full details of our offices in London and Uckfield more

Request a call