OBJECTIONS, REPLIES AND CONCESSIONS
I suffer from information overload already.
So much of what's discussed online is meaningless.
I don't have the time to contribute and moderate.
Our customers don't use this stuff
Upper management won't support it
These startups can't offer meaningful security
That stuff's fine for sexy brands, but we sell [insert boring B2B brand].
DOES IT MATTER?
6+ million users and growing
More than 1 million tweets per day
Comcast, H&R Block and Zappos - customer service
- $2 million in transactions; 1 million in
business to its Web site
Market researchers watching minute-by-minute trends
Consumers are breaking stories with first-to-the-scene
reports (Earthquake, Michael Jackson, Salesforce.com)
APPROACHING THE CONVERSATION
LISTEN ENGAGE CREATE ADVOCACY
HOW TO USE TWITTER FOR BUSINESS
Focus Group – Tweetdeck, Seesmic
Lead Generation – Twitter advanced search
Customer Service – instant @replies, DMs
News/Events – Hashtags, tweet to a captive
Recruiting – key words, posts
Social Media is Not Without Risk
Twitter is searchable
Be authentic, don’t spam
Mix it up
Give more than you get
Don’t sell – share
Identify owners – people who are
Consider social media with crisis planning