The Twitter Ecosystem!
Twitter has made itself easily adaptable, lending itself to aide companies in their pursuit of the five objectives mentioned in Groundswell, by Charlene Li and Josh Bernoff.
On Twitter you will begin to get a following, these are the people that want to hear from your company. They are probably one of the easiest groups of people to listen to, because they come up in your news feed if you follow them back; it is the people that you are not following that you have to try and listen to as much as possible. As a company, you need to listen to what your customers are saying about your products, your brand, and your company. This can help avert any negative feelings towards the company, if you act quickly and accordingly to each situation (especially negative situations, because that is what stops a crisis). It can be difficult to watch every comment, tweet, or mention on twitter about a company; most companies (especially those starting out) do not have the staff to sit and watch these comments and tweets all day, every day.
Talking on Twitter is limited to 140 characters or less, which can make it really good or really boring; depending on the approach that you take, as a company. Twitter is a social media platforming, meaning you need to be social, to be interesting. In the article, Users of the World Unite, written by Andreas Kaplan and Michael Haenlein they mention 5 points about being social:
- Be Active
- Be Interesting
- Be Humble
- Be Unprofessional
- Be Honest
As you talk on Twitter, you will be posting what is known as a tweet! They can be filled with trending topics (known as hashtags, “#”) or mentions someone or a company through the “@” Symbol. An example of this is, if I wanted to mention Ten Tree into one of my tweets, it would look like the following:
To energize your followers on Twitter this can be accomplished a few different ways; the most common ways are by responding to your followers and retweeting their content. This will make them want to continuously engage with your company and promote it; it allows your company to build dialogue with its followers. Don’t waste your following, by not engaging with your followers. For Ten Tree to create dialogue with me they could: REPLY by hitting the arrow pointing to the left; RETWEET me by hitting the two arrows making up a box; FAVORITE me by hitting the star; or SHARE me on another platform by hitting the connected dots. By replying, retweeting, favoring, or sharing my tweet it allows other followers to become energized as well! They can join into the conversation too!
The most influential objective that Twitter helps with is supporting your customers. Whether your company is on Twitter or not, you will still be talked about on the platform. When you create a Twitter account, your customers are going to be looking to communicate with you! If they have questions about your company and tweet them to you, they are expecting you to respond. Your company can send them links of where to go to fix any problems that arise, which is why it is important to have someone monitoring your twitter account (Get the staff, it is worth it). Twitter provides companies with a chance to create a community with their followers, as well as join and become engaged with other communities on trending topics.
This is the hardest objective to successfully master on Twitter, due to the fact that you are limited to 140 characters. In embracing your customers you are working with them, and taking on their ideas regarding your products and market strategies. Your community has to be focused on driving ideas for you, allowing you to fully embrace them on Twitter. The best way to embrace your community is to create dialogue.
On Twitter (and other social media sites), dialogue is probably the most important thing to create, build, and maintain for any company, especially in hopes of achieving the 5 objectives (Listening, Talking, Energizing, Supporting, and Embracing) from Groundswell‘s POST METHOD.