This document discusses Twitter and how it can be used for business purposes. It addresses common objections to using Twitter, noting that millions of users are growing and well-known companies are using it for customer service. The document provides guidance on listening to conversations on Twitter, engaging with customers and followers, and creating advocacy through questions, sharing content, and connecting with others. It also lists tools that can help manage multiple Twitter accounts and measure engagement.

2. TWITTER – WHAT IS IT?

3. 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].
Source: ReadWriteWeb

4. DOES IT MATTER?
 6+ million users and growing
 More than 1 million tweets per day
 Comcast, H&R Block and Zappos - customer service
 DellOutlet
- $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)

5. APPROACHING THE CONVERSATION
LISTEN ENGAGE CREATE ADVOCACY

6. 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
audience
 Recruiting – key words, posts

7. LISTEN

8. ENGAGE
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
 Be committed
 Establish rules
 Identify owners – people who are
interested
 Consider social media with crisis planning

9. CREATE ADVOCACY
 Ask questions
 Inspire – quotes, tips, ideas, links
 Connect – retweet, reply, “@”
 Share – links, pictures, hashtags

10. TOOLS
 Tweetdeck – desktop client, manage Facebook & multiple
Twitter accounts
 HootSuite – manage multiple profiles, pre-schedule tweets,
and measure
 CoTweet – multiple people communicate for corp. accounts
 Seesmic – desktop client, manage Facebook & multiple
Twitter accounts
 ExecTweets – find executives on Twitter
 WeFollow – directory for tags like “CEO” and “executive”
 Trendrr – graphical charts to demonstrate mentions
 TweetVolume – compare searches for various phrases