Back in December, I was asked to record a short piece on Twitter for an internal training course. Considering just how many people from Fleishman-Hillard and iStudio are on Twitter, I was pretty surprised – and flattered – especially when you consider how bearish I am on the platform.
Just to remind you, I am “short” on Twitter.
If you would like to see an Englishman who talks far too fast and far too quietly mumble away about the latest shiny object in the world of social media, please hit play on the YouTube video below. The transcript (what I was reading from directly) is pasted below in a futile attempt to boost my search traffic.
PS – I have no idea what was going on with my hair that day…hope you like the robot.
Ed Lee on Twitter
There’s been a lot of buzz about a new breed of Web services called “micro blogs” – publishing platforms that allow messages of up to 140 characters. These microblogs have been lauded by some as the next big thing in online communications but derided by others as a huge waste of time. As with the advent of the blogging platform, many individuals are using this new technology to create powerful personal brands for themselves, but how should a business approach using a Twitter, Pownce or Jaiku?
The computer manufacturer, Dell, is using Twitter to spread special offers on its restored hardware – and has generated more than a million dollars in revenue to date.
But what should your clients be considering? After all, microblogging is still a nascent medium and one that is yet to hit critical mass outside of the “early adopter” niche.
At iStudio, we approach every new technology the same:
Look for conversations about our clients, their competitors and their industry
Listen to these conversations and the key influencers
Learn about the community’s wants and needs
Lead the conversation with relevant content: either by reaching out to influencers or by joining and getting involved directly.
If you’re asked whether your client should be using Twitter, we advise you to use Forrester Research’s POST approach. POST stands for:
People – who is your client trying to reach
Objectives – what will your client say when it has reached its audience
Strategy – how will your client develop its relationship with these people, once it has reached them
Technology – what technology or channel will you use
As you can see, technology is the final part of the jigsaw. So if a client asks you about microblogging, ask them what want to achieve.