“Twitter is like shouting in a crowded room. If you make an offer of instant gratification you’ll get an instant crowd, without any lingering out-of-date material to worry about. Dell is exploiting the real-time push nature of Twitter perfectly,” comments Ben Gladstone, CEO of Conosco.
Simon Corbett runs a PR agency called Jargon PR and uses Twitter to highlight the press coverage he has generated for clients, so that potential customers can check out his work. “I have just under 150 followers and have had several leads from this, although none have turned into fee-paying clients as yet,” he says. “Twitter is a great marketing tool as it is quick to read, short and concise (140 characters). In an age where we are overloaded with information, Twitter allows people to see only want they want to see.”
Anthony Cohen, co-founder of family-run American Car Imports, has been using Twitter for four weeks and has 346 targeted followers. “We have enhanced the benefit of Twitter by embedding a Twitter widget on the most active page on our website so that even non-Twitter users can see our latest Tweet,” he says. “This is a great way to keep our customer base up to date with our latest news. Twitter gives a time stamp to our website! We are the only firm in our industry to use Twitter – customers know we are a leader. Well done Dell!”Neil Anderson, MD of IT outsourcing company Qcom, joined Twitter earlier this year under the name of The Outsourcer. While he doesn’t use it to push sales, he says it helps to build contacts and relationships: “When I couldn’t go to an event and mentioned it on Twitter, someone who follows me (but who I don’t personally know) picked it up and gave me an overview, which started a good conversation between us.”
“Pushing out the special deals that consumers find of interest – such as discounted laptops – is essential information to Dell’s community,” comments Craig Hepburn, director of social strategy at Open Text. “It has done a fantastic job of embracing the fast evolving social market place.” He reckons Twitter is a fantastic tool for any business regardless of size. “It‘s important organisations abide by the etiquette of the social media landscape. Get involved in the conversations, make sure what you’re adding is valuable to the community, and listen to feedback. Remember, this is a broadcast and self-regulating medium. If you spam the network, people will start to drop off and stop following you.”
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