Google
 
 

Friday, March 20, 2009

Can Twitter Work For the Small Business

When I started using Twitter I had two objectives. One was to see how Twitter functions as a social media marketplace and the other was to get a sense of how smaller businesses could use it as a channel to market.

Despite the hype around it Twitter still seems to me to be a niche product. That is based on the composition of its members. It reminds me of all those speed networking events that were so popular, their limiting factor was that it was predominantly sellers who attended and what we really need is buyers. I don't pretend to suggest that Twitter will die out as speed networking has but it does suffer from this phenomenon of too many sellers.

There are some areas where Twitter is well suited. The B2C environment for one, and there is certainly anecdotal evidence that companies have generated real revenue from Twitter and those providing digital products have found it a regular source of new business. It is however fair to say that this is not a quick win, it does take time and effort to build up a reputation and presence on Twitter. Mostly however its time; for those who are involved in delivering digital services, this is not an issue since using online environments is their natural marketplace. For those offering physical products and services it's a more challenging environment. However, if you're selling into the B2B or SoHo markets then it can still be an effective route. Essentially the fact that you can readily communicate with the decision maker and that the sales process is simple and short means that using Social Media Marketing (SMM) works well and having good visibility on twitter will certainly generate interest.

At the other end of the scale major corporates' have the time and resources to dedicate the man hours necessary to regularly insert their message and build that vital link of trust with their customers and prospects. So you can see many of the worlds largest businesses using Twitter including, Dell, Ford, etc. Dells assertion that it obtained $1million in revenue from Twitter has been well publicised. We must however accept that larger businesses already have an advantage since they've built a level of "trust" around their brand long before Twitter came along and they leverage that advantage further now.

One should not forget also that Twitter is more attractive to business because postings are necessarily short and unlike Facebook, You Tube or MySpace are text based. Interestingly this will make it more readily adopted by the professional in a higher age group and therefore more suited to today's decision makers.

The more difficult question is how "Fred Bloggs of Bloggs Joinery" can use Twitter. B2B business is not necessarily well suited to Twitter and many owner managers don't have the time to devote to develop a network, and quality is still as important as quantity. This is ignoring the import question of whether they "get Twitter" which is likely to be a major hurdle in itself. I have spoken to a number of small business owners who just don't "get it" and have subsequently stopped using it before they really had a chance see what it could do for them. So what options are open to them, well firstly assuming there is sufficient marketplace on Twitter for their product (something that is seriously open to question), they could encourage all their staff to join Twitter and use a collection of voices to build up a following or secondly, outsource. This may seem an extreme step or even heresy in Social Marketing, but to me it's an inevitable consequence of how social marketing works. SMM agencies will naturally develop enormous power simply by having several clients each with several users promoting several products. With that infrastructure its becomes almost inevitable that they would harness all the voices from all the clients to cross promote each new product growing in power and effect each time they add new clients. The next logical step is to dispense with real voices and create surrogate voices after all it's relatively easy to create personas which people can use as templates. If true it would completely undermine the concept of Social Media Marketing as we know it.


Laurence Ainsworth is using is founder of Exigent Consulting which provides advice and support for small to medium businesses. Exigent specialises in Business Turnaround, Sales and Marketing and Mentoring &n Coaching.

He can be found on http://twitter.com/laurenceexigent and at http://www.exigent-uk.com
He is a regular contributor of articles on marketing and sales and is a frequent Blogger and Twitter


1 comment:

fengfk2008 said...

你需要室內設計嗎?請找極舍!他有幫這一家香舖裝潢,香舖的網站設計都找誰做呀
SEO也做了說 !你的室內設計接了一堆也太累了吧我的媽耶!最近朋友家裡有人結婚不知道需不需要婚禮錄影嗎?ISEE這一家好像不錯耶!
奧羅拉風格的宜蘭民宿在那裡渡蜜月應該很清閒,京觀廣告設計公司所設計出來
婚禮禮盒的東西真的很棒!婚禮現場也有人拿加油棒替新人加油
,會場現場照明燈也很美,新郎新娘的胸章美美的
,連禮車的車燈都是LED白光的從南港搬家到桃園,新家需要室內設計嗎?找這家準沒錯
這家室內設計做的不錯!室內設計的十種方法
他們都有,室內設計的道理他們也知,
老婆就不會和別的男人偷偷去汽車旅館
房屋還需要二胎
你家需要來照明嗎?
LED是未來主流的商品你知道嗎!
LED省電又環保,真想買一個來試試,我的公司服務的項目有保健食品代工,素食膠囊

你需要減肥嗎?快運動吧!
室內設計也包含空間設計!
租屋網刊登免費不用錢
清境農場內的羊很可愛!中古車其實性能還是不錯的
室內設計要找哪家比較好呀!
a383的網站在哪?
a383你知道網址在哪嗎?
二手家具又便宜又好用
文山搬家公司的服務電話
好的搬家公司介紹你
健身對身體很好的
好喝的茶葉哪買呀!
A片好多妹妹能看
SEO排名不好玩= =
何謂SEO排名呢?
SEO怎麼排比較快上!不告訴你啦
優良搬家公司請找黃頁來看
搬家公司怎麼選擇比較好
台北搬家公司哪間較好?台北搬家公司的搬家流程
台北搬家公司,台北搬家公司
客人來做耶!
這家的情趣用品款式多樣!
情趣用品包裝隱密
你需要情趣用品輔助嗎?
情趣用品好好用!
情趣用品,情趣用品,情趣用品,情趣用品,情趣用品,情趣用品,情趣用品,情趣用品,,台中搬家公司,A片,台北市搬家公司,台北縣搬家公司,
情趣用品,情趣用品,情趣用品,情趣用品,情趣用品,情趣用品,情趣用品,情趣用品,情趣用品,情趣用品,消費券,情趣,情趣,情趣,情趣情趣,
情趣,
情趣,
情趣,
情趣,
情趣世界好多人做= =
簡轉繁工具很好用!
徵信社服務優良,絕不亂搞!
貨運公司搬貨都有固定價格泡菜好吃耶
統一發票對獎每月26號要對獎的
室內設計公司光慧這家不錯唷!
隔熱紙用了就熱了唷!
室內設計公司通常都把家設計的很美!
led手電筒照明超光亮的
二手棧板哪買?
a383來看看唷!
搬家服務地區如下:大安區搬家,松山搬家,中山區搬家,八里搬家,五股搬家,
泰山搬家,大同區搬家,中正區搬家,士林搬家,萬華搬家,下雨時
雨傘,這裡有一把優良的雨傘讓你的,制服不會被淋濕唷!制服乾乾淨淨的才是好寶寶!SEO 
 

More Info..

Google Business