To Twitter or not to Twit?

Seems that you can’t pick up a newspaper without reading something about Twitter. Over the past year the service seems to have sprung from nowhere to become a dominant force in social media. But does it really have value or is it just the latest time waster to appear on the Internet? Let’s explore…

Since the earliest human communities were formed individuals have had an inner need to connect with one another. In the past we gathered around the fire and shared traditions, more recently families gathered in the parlor to entertain one another with music, board games and the like. These experiences were fleeting, lasting only as long as we all were physically together. Today however, electronic media allows us to be connected with each other 24/7…this is where Twitter comes in.

For those not familiar with the service, Twitter is an extension of instant messaging software that allows users to connect to and follow one another in real time. Unlike traditional IM software, Twitter users can broadcast to and follow thousands of individuals simultaneously using their computer or cell phone. The service is simple, fast and free and numerous third party applications are now available to facilitate “tweeting” on computers and smart phones. The system can spread the word so quickly that the People’s Republic of China recently blocked the service to prevent the spread of messages commemorating the 20th anniversary of the Tiananmen Square protests.

So how is Twitter of value? There’s no one simple answer to this question, it depends on who you are or what you’re trying to accomplish.  Among the many uses a few include:

• Individuals keeping in touch with their circle of friends.
• Celebrities broadcasting their activities/news to the fan base
• Activists coordinating demonstrations/protests.
• Emergency services departments communicating with each other or with local residents
• Brands interacting with their consumers.

This list isn’t even the tip of the iceberg, Twitter has literally thousands of uses but we can break these down into two generic categories, non-commercial and commercial applications.

Non-commercial applications, like staying in touch with a group of friends, are social in nature . The time spent on these interactions is solely for personal satisfaction so it’s up to whether the individual finds this pastime enjoyable. In February 2009 over 6 million individual users visited the site 55 million times, a precise breakdown of usage statistics is not available but it’s safe to assume that a large number were there simply for the fun of it.

On a more serious level, Twitter has become a primary conduit of news and information for Iranians and those following the post-election turmoil in that country – reminiscent of Interfax during the waning days of the Soviet Union. It’s been so effective that Iranian authorities have attempted to block nation-wide access to the service, with limited success to date. Time will tell what ultimately happens in that beleaguered country but recent events have clearly made the service a player in world politics.

The potential commercial applications of the service are what marketers have been tweeting about lately. Twitter is a powerful tool to engage and monitor what your customers are saying online in real time. Ford recently used the site to deflect criticism when it filed suit against a popular web site that was selling unauthorized Ford decals. After receiving angry messages from fans of the site, the company used Twitter to explain it’s position and was able to defuse the issue.

Ford made effective use of Twitter by joining the conversation and using the platform to explain it’s position. This bears repeating since it’s the antithesis of traditional “push-style” marketing communications. They did not attempt to control the message and as a result their response was accepted and it enhanced the standing of their brand. As they continue to respectfully engage their consumers, with over 8,000 current followers on the corporate site alone you can be sure that some of them will seriously consider a Ford for their next auto purchase.

Ford’s brand building is valuable but difficult to quantify since results may not be seen for months or years. If direct response is your thing then Twitter can do that too. Promotions, events, specials, etc can be tweeted in real time to customers who have already expressed an interest in doing business with you. So, whether you’re Six Flags distributing coupons for the upcoming weekend or The Cupcake Stop tweeting the location of your van to hungry New Yorkers, creative use of Twitter can lift business immediately. That’s direct response on steroids!

Back to the original question, to twitter or not to twit? If your goal is to enhance your image and engage in a creative dialog  then go for it and be prepared to share,  learn and respond. But, if you’re merely looking for another channel to broadcast to the masses or control/regulate the dialog then don’t be a twit…nobody is going to pay attention.