What Do We Really Use Twitter For
The little bird mesmerize us, we want to click on it all the time
. But before becoming enthusiastic, think carefully the true purpose of Twitter. There are basically two uses that professionals and companies give to Twitter: Professional Networking and something like Customer Support, which would capture leads, and support of our products and services (my apologize to Marketing professionals if I make a loose use of terms, please indulge me).
If your wish is to build professional reputation, its convenient to have a personal account and another one for work. Many entepreneurs have a single account through which they disseminate their point of views and know-how about what they do, but by which they also do SMM Social Media Marketing. I think this case can only happen when the name is the brand, and yet its not completely satisfactory for everybody. One shouldnt bite off more than one can chew, and because of taking care of promoting services, you may lose the side of enriching exchange of views and information -and fun, why not- that Twitter has to offer. Anyway, it surely is a matter of opinion. But for the great mass of companies responding to an owner or creative mastermind, its a good idea to have two accounts, and focus on them separately.
This doesnt mean we dont look for online reputation of the brand or the site in the institutional account. This is obvious, it goes without saying. But this is very different from the reputation or image of the engineer, creative and responsible writer. Remember that nobody knows what the future holds, and that company or service site that you are the proud father of today may disappear tomorrow. But you and your business contacts, fortunately, will persist. And we know that networking opportunities can be a good resource for professional insertion or the quest for new projects.
Lets focus on the use of consumer support through Twitter, what matters mostly to whom aspires to do business with help of this microblogging portal. To elucidate this process, we will show three different stages of the typical Twitter user.
The zero phase when we still have no contacts or followers or customers.
Phase one, when we have created a significant network of contacts, made up of leads and potential customers, and some real customers.
Phase two, after sales support.
Therss no doubt that urgency now lies in moving from phase zero to one. And in this passage of zero network to some network is where we often find the greatest difficulty.
We are going to develop this with more details in future articles, but the key, both in these early stages, and after sales is to offer added value. And this is how the interaction should be addressed in Twitter: the possibility of bringing added value to the products we offer.
Think of our past experiences as consumers, and we can see clearly what it means. In fact, you dont need to go back to the past. One of the weakest points and subject of most complaints is the lack of aftermarket support related Googles cell phone, Nexus One. Customers referred bitterly that the only way post-sale support was obtained was by visiting certain sites (consulting FAQs, manual, user forums and YouTube) or by e-mail dont hold your breath for an answer.
At product launching, there didnt exist the possibility to speak to a flesh and blood person who could explain what we were doing wrong that our cute little device wasnt working as we expected. Theres no doubt that Google Inc. is a giant but they made an unforgivable strategic error.
Lets think about the worst case scenario. Consumers are rebelling against poor service and will never again buy a cell phone made by Google. Im not saying that will happen, its simply for illustrative purposes. Surely, Google will lose some hundreds or thousands of millions of dollars in this failed venture, but will continue with its many business units, without ever trying to sell or manufacture cell phones in the future. Google can take such liberties, and indulge in these small errors. But could you face a mass boycott of current customers, due to poor after sales service, and massive migration to your competition? If the answer is no, then you have to learn to use Twitter.
by: Andrea Picaso
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