Is Twitter the open communication tool we all say it is? Is it the great “direct line” that allows us all to talk freely to each other?
And is it the revolutionary commercial tool for allowing consumers to talk to, rather than being “brochured at” by commerce?
Yes, if we use it like that. No if we just use it to send “tweet brochures” and collect followers.
I interviewed a selection of Tweeters (I don’t think Twits is a the smartest shortcut to take), for the purpose of this blog and the general consesus seemed to be: “I hate it when its all about collecting numbers to go higher up the Tweet Tree – it should be about quality of Tweets”. This Tweet Tree is not what I joined Twitter for I have to confess. I was attracted by the fact that I could follow and be followed by people who had something to say and who made an informed decision on my tweets as to whether they would follow me.
I was particularly taken by a Tweet from Diane Buckley, a Kitchen Retailer, a while ago in which she commented, “don’t forget to check what your followers are saying – it’s not just about the numbers” or words to that affect. I always check what my followers are saying and follow back unless their Tweets are just “brochuring me”.
There are some great Tweeters online who give real “value for money” in their messages: tips, advice, comment – all the content that makes for a good Tweeter – these are the people I want to follow. I do of course expect to be informed about their new products and projects – I am Tweeting like mad at the moment about our new Kitchensfitted Interactive Directory – but I value too, the open communication that Twitter was designed to allow.
Do I want to know whether a managing director has just got up and brushed his teeth? No. Do I want to know that the same managing director is pleased with his sales in the last quarter and wants to improve them? 
Yes, that gives me confidence in buying his products . Do I want to know what his latest plans are for development? Yes and most importantly I want to know that he interacts with his customer base – that it’s not just a one way street.
To give an example of freely interacting in a Twitter mode, although not related to business (except of course to the developer of the product), yesterday I tweeted a very famous comedian on my private twitter account and asked his advice about a product, (we share the same hobby) and he responded immediately with good advice. That to me is the wonder of Twitter – instant access and something that can only enhance business use of Twitter.
In my humble opinion, (the team say that they know when I am about to stand on a soapbox when I start my conversation with “in my humble opinion……), the mistakes that businesses can make when they use Twitter is to pump out sales pitches alone. Of course we all use Twitter for informing and shouting our wares – otherwise we would question how useful it is to business BUT we must of course do more. If you run a lighting business then you will know about any new green legislation - that’s useful for your customer to know: Tweet it. If you operate a home improvement business you will havestaff who know tips that could be useful to your customers – Tweet it.
I realise now that I could be “hoisted by my own petard” and must make sure that all my Tweets are useful to the customer.
On that note – do you know how useful our Interactive Directory could be for your business? Aaargh…….!!!
