What is Twitter?

How to turn a simple tweet into an effective business tool

What is Twitter? Twitter is the social networking medium launched in 2006 that allows users to share short messages, known as tweets, up to 140 characters in length.

With around 200 million users worldwide, it is no surprise that Twitter has become the sphere to be seen in for millions of businesses and one of the most popular social media sites.

But like all methods of communication, and particularly social media tools, Twitter has its pros and cons and should be used appropriately.

The benefits are easy to see – companies can open up communication with customers and potential customers and speak to them directly. It allows people to engage with the business, encouraging loyalty and helping to spread the word.

However, there are also potential problems to bear in mind – the public nature of Twitter means anyone can see what is being said about your company, good or bad. A single slip-up as simple as using an ambiguous word in a message, can have drastic consequences.

First, let’s start with the basics.

What is a tweet?

This is the short message, up to 140 characters, that a user sends out to followers.

What is a retweet?

A retweet is when another user publishes your tweet to their followers. It is a way of spreading an interesting message to more people.

What is a Twitter hashtag?

Hashtags are a bit like keywords; you can click on a hashtag word or phrase to see a list of all tweets containing it. They are a way for users to follow conversations on the same topic.

What is a Twitter list?

A list can be created by anyone of other users they wish to group together. For example, a list may contain users who tweet about football, or be a compilation of pop stars.

What is t.co?

The t.com domain is used by Twitter as a link service to help protect users from malicious sites. Links converted by the service are checked against potentially dangerous sites, and t.co can also be used to measure the number of clicks on a particular link.

Twitter for Business

So what is Twitter used for by businesses? And how do you develop a social media strategy?

The short answer is: with care and attention. As with all business processes, a social media plan must be tailor-made to suit the aims of the business. It should assess the different types of social media tools, and how best they can be used to meet the company goals. There is not a one-size-fits-all answer, so take time to consider all the options, from customer service via Twitter to using tweets in offers and promotions.

There are strong opinions on both sides of the debate on whether to manage a Twitter account in-house or let a PR agency or social media consultants do the tweets, but either way, have a clear plan and set realistic goals.

It is also worth creating a Twitter background for your page, to further aid brand management and recognition. For help, check out Tips for designing a new Twitter background.

PR and marketing

If free PR and marketing is what you want, Twitter is the place to get it.

With carefully considered and well-timed tweets you can get your product or service noticed by more people, and the possibility of the effect snowboarding could mean huge benefits to your business.

Stay on-message and be honest and open. Keep your followers informed and engaged with the latest news from your company or industry, ask questions that encourage them to respond and get involved, and put out special deals or offers that make them want to buy from you.

Brand management

Getting your business name out into the world via Twitter is free, but there is work involved.

It takes time to build up a strong base of followers, and longer still to turn them into customers or encourage them to spread the word about your business.

And the risk is large – one wrong turn and your name can be over the web for the wrong reasons.

Admit mistakes and brag about your successes.

Connections

One of Twitter’s biggest draws is its ability to create connections between people and companies.

For the first time, customers feel like they can talk directly to the bosses, and they certainly take advantage of this fact. Of course, this places huge demands on firms as instant responses are expected, but the power of open communication should not be underestimated.

Feedback

Twitter is a fantastic way to get feedback from customers – whether you ask for it or not!

Questions, complaints and comments will all be sent through your Twitter page, so be prepared to deal with them appropriately. Ensure you have the manpower to deal with every user who requires an answer from you, and take note of what they want.