In the Twitterverse, you get out what you put in. Fidelman described the success of the most engaged brand on Twitter, @Notebook. He explained that it has everything to do with “finding the right people to create the right content that resonates very well” and responding to every tweet in order to promote interaction. I love interacting with brands to see if they will respond to me. I’m beginning to notice brands that follow the “respond to everyone” motto and I enjoy tweeting them for advice. Price also wrote about the most engaged brands, with @Notebook on the top. I find it very interesting that “none of the most active made the most engaged list.”
Duffy reiterated the importance of picking the right tweeters. Those whom you entrust with the responsibility to represent your company on Twitter must know “the issues to your goals inside and out.” They should be able to engage deeply with your audience while listening closely to everything going on around them. Conner made a good point about looking for the top influencers in “relevant conversations”. They are the ones you can learn from and may follow you or retweet something clever you had to say. Those who will be tweeting for your company should be able to adhere to guidelines for tweeting 80% conversational tweets / 20% tweets about the company. One of the biggest mistakes I was once guilty of was trying to go straight for the hard sale. Start slow, engage, and let your audience develop the curiosity to look into your company further. For me, the best take away from Lee when he wrote about starting his Twitter account from scratch was to take the time to set up the Twitter lists in the beginning. I don’t know much about lists but I’ll be spending some time familiarizing myself with them now.
Twitter is not only a great place for businesses to feel out their communities but it can be a tool for education as well. Lytle described a few great uses for it in the classroom where “students prepare for a future in the workplace.” One point that really hit home for me was that students are being taught through Twitter to get their point across within 140 characters. This is a great idea to practice both professionally and personally. Lee even made the point that there is “17% higher engagement when keeping tweets short (less than 100 characters).”
Although I think it may be possible that we, as humans might have a little bit of an attention span issue with such an influx of information on networks like Twitter, I disagree that “social media is displacing real rapport and real conversation.” Keller said that we are suffering greatly because of social media. I think people are actually more inclined to take the initiative to interact when they have a platform like Twitter. If they see something they like, they can expand the conversation via Facebook to further engage.
Questions to consider:
1. What is the best strategy when setting up your Twitter lists?
2. What do you think about Bill Keller’s statement that “social media is displacing real rapport and real conversation”?