When it comes to discovering the value of Twitter for business there is no better resource than Hubspot’s Laura Fitton, @Pistachio. I had the pleasure of finally hearing her presentation in person at the IMS Conference in New York City.
She refers to Twitter as a ‘global sensing and signaling network,’ a public forum where information is shared at a rapid-fire pace, and can be propagated by anyone.
Its significance as a business tool is apparent when reviewing the most recent Hubspot statistics in which they discovered that 89% of companies find Twitter at least somewhat useful to their business, 36% of companies find it critical, and 44% of companies have found a customer through Twitter.
Still, its applications from a business standpoint are definitively different than its personal uses.
So, how do you achieve a favorable outcome within this medium? The answer, as Laura Fitton so eloquently stated, is within the utilization of four tasks: Listen, Learn, Care, Serve
Brands have found the value in Twitter through customer service, market awareness, news, innovation, understanding customer behavior, extending reach, relationship building, driving traffic and networking, but only after listening and learning what their audience needs.
The most fundamental aspect of social media is ‘knowledge.’ People engage in these various networks to consume and repurpose knowledge to others. Success in Twitter is achieved by becoming useful to your audience. Every business can find some value in Twitter, regardless of whether your audience is there or not.
It all cycles back to the very basics of social media engagement:
A. Listen to what your audience wants and needs
B. Learn from how others are successfully, and unsuccessfully, utilizing the resource
C. Be useful, by creating valuable content
D. Distribute that content across networks, not spam, but repurpose the content to fit the various audiences
E. TRACK your success