Why Companies Use Twitter

Twitter facilitates global word-of-mouth advertising.

Twitter has created a vital niche within the evolving social media landscape. Twitter differentiates itself from other social media outlets, such as Facebook and StumbleUpon, by offering a fundamentally different framework for sharing ideas with the world. Twitter users create short, succinct messages to be sent across a network of people who "follow" the user. Innovative companies learn to use Twitter in conjunction with other social media tools to connect with customers in new ways.

Advertising

Twitter can be used as a highly effective advertising medium. Posting advertising messages to Twitter is free, and the impact can be far-reaching and instant. Twitter followers have made a decision to follow their favorite companies, making Twitter one of the most targeted advertising media. Because of the follower model, advertising messages are virtually guaranteed to reach people already interested in the company. Twitter posts, called "tweets," can be forwarded by recipients to other recipients, and shared on other social media outlets, driving exponentially-increasing word-of-mouth advertising and adding credibility to advertising messages.

Product Development

Savvy companies learn to consult customers in the first stages of developing new products and services. Companies can use Twitter to announce the planning of new products and to solicit feedback from customers on product features and designs they would like to see. Companies can use contests, such as package-design competitions, to get customers personally involved with new brands and products before they are even released.

Recruiting

Companies can use Twitter to announce job openings among a loyal customer base. Recruiting through social media is gaining popularity and momentum, as more potential employees are using social networking tools and more companies realize the cost-savings of sourcing this way. Posting a job opening on Twitter can reach just as many people as posting on an online job board for companies with large followings, and Twitter recruiting is completely free.

Public Relations

The traditional method of spreading public relations communications was to write press releases, send them to a range of publications and hope that a few publications will be interested in the story. Twitter provides companies with a forum they control, over which they can share vital information about the company, including participation in social causes, changing management structures, mergers and any other important piece of information.

Building Trust

Transparency is more important to consumers than ever before. Consumers favor companies that are open and honest about their finances, challenges, legal issues, environmental impacts and involvement with social impact. Using Twitter as a medium for disaster-control communication---such as the announcement of a recall---can build trust among a company's customers and the public. Keeping customers up-to-date with the internal workings of a company can serve to build trust as well.

References

• 901 AM; The Top Five Ways Smart People Use Twitter; Sharon Sarmiento; March 20, 2007
• Chris Brogan: Fifty Ideas on Using Twitter for Business