As I sat with a client yesterday explaining Twitter, something significant happened. I was broadsided by my complete and utter sense of hypocrisy-I told the client, who is the largest manufacturer of a certain niche based consumer product, to use Twitter strictly as a broadcast based one way communication tool. Huh?
On the surface, for some of you, that might not seem like such a big deal. However, for the better part of the last 12+ months, I have been waxing philosophically here, and telling people and clients and whoever would listen, that “Twitter is a two way communications tool to create, share, and nurture ideas, conversations and resources.”
You see, for this client, it makes more sense to just Tweet deals and sales for those that are, or might be, looking for the keywords that surround their products, instead of trying to engage in conversations. The reality is that for them, conversations on a day to day basis, both internally and externally revolve around…sales. They have products that don’t require a whole lot of pitch. Short to zero sales cycle. You either want it or you don’t. Why do they need to get to know a customer that knows what they are looking for? For these people, Twitter would be more of a sales tool, a recommendation engine and a conduit to a product that once they find, they buy. So why not just tweet deals and sales?
That’s what I thought.
Simply put, it dawned on me that the usage of Twitter for certain clients will not necessarily adhere to a standard set of rules for engagement. The only thing that is etched in stone is the ambiguity on how to use Twitter. And maybe, just maybe, that is the beauty of Twitter.
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