Why Businesses that Use Twitter can Come Off as Needy
Imagine the scene if you will: Twitter founder Jack Dorsey tries to drum up some financing capital for his great idea, and the venture capitalists keep telling him, “That sounds like a very attractive idea, but how are you going to make any money off it?” The trouble is that social media is about having fun with your friends; it is not about business promotion. Advertising and rallying a customer base around your product on Twitter may work, but not for every kind of business.
There are too many examples from the past of how businesses use a poorly managed attempt to look young and with it, and hurt the image of their business. Think the videogame chain owner in the movie Wayne’s World. A business school advertising degree cannot help anyone figure out how to be cool on Twitter. Some companies figure that they can just put their Twitter presence on autopilot: they just sent out their press releases to their followers on Twitter like automation. This can be the wrong thing to do for many reasons; people are going to figure out that you’re just sending them everything you have without thinking of the relevance to their lives. This is the reason people tune advertising out when it arrives by text message: it just seems so automated. The whole point of tweeting is to show people that you deal with them as a friend. You will need to approach Twitter as the unique opportunity it is, and think afresh each tweet, the way you would in any personal relationship. If you have an agenda to your communication, it will have to take a backseat to the personal message you have for them, every single time.
Many businesses that use Twitter, somehow feel that their feed couldn’t be considered happening, if they don’t have something to say every day.. You don’t want to turn into that annoying friend everyone has on Twitter that they don’t know what to do with. You can’t go into Twitter planning for it to boost your business. Social networking is a brand-new opportunity; not even advertising executives really understand how it works. The best you can do is to take tentative steps into it and experiment to find a solution that works for you. Experimenting is key; and it is pretty clear now that no single entity out there has really figured out the real secret yet to it.
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