How to Use Twitter for Business

Thousands of businesses in a huge array of industries and markets are using Twitter. This site provides a comprehensive list.

Only a small fraction are actually doing it well, however, and all too often an initial surge of interest can quickly fall away. To be successful on Twitter, businesses need to be aware of the following:

• What tone of voice to adopt
• How to staff their accounts with the right personnel
• How to set reasonable expectations for results
• When Twitter might be the wrong choice

Listen, then engage

The benefits of Twitter for businesses fall primarily into two categories. First, companies with a Twitter presence will be able to better listen to what consumers are saying about them and their competitors, and how they can positively affect their brands.

The second key benefit of Twitter is that it allows businesses to connect and engage with consumers more directly than ever before. In so doing, businesses demonstrate their expertise and commitment to customer service in a visible and effective way.

Twitter business usage models

• One-on-one customer service: Well-suited to IT companies and telecomms, this is the most expensive use of Twitter and requires trained personnel solving individual customers’ issues. Comcast is an example of a company using this model.
• General customer service: Many companies use Twitter to provide general customer service information, such as product upgrade information, airline route information, service problems, etc. No attempt is made to provide direct responses to every single tweet, and accounts can be staffed by non-technical staff.
• Brand ambassadorship: This model of Twitter corporate usage sees it effectively used as a hub for a company’s existing information outlets, such as PR, marketing and CSR. This is in essence more of a one-way channel for the company, with little by way of customer engagement, but provides a useful way to keep an audience updated on product news, company awards, event details, blog posts, financial reports, CEO announcements, charity work and so on. In so doing, the hope is that the company projects a positive image of a transparent, ethical, proactive and successful business.

It’s essential to have realistic expectation of what Twitter can actually do for you.

For more guidance on the realities of using Twitter for business, call us at Social Magnet on 0161 833 0344.