You ask a great question, and it’s one with which many companies grapple. Will Twitter – and, for that matter, other social platforms – add value to your business? Twitter can be a powerful tool, but it’s not inherently useful for every company or organization. To help figure it out, begin by answering the following questions:
• Who are you trying to reach? Potential clients? Customers? Competitors? The media? Do they use Twitter?
• Can you devote the necessary time and resources? To be effective, you’ll need to Tweet at least two or three times a day.
These are musts; you need to come up with convincing answers to the preceding questions if you’re going to so much as consider using Twitter. If you can’t identify a target audience that likely uses the network, you should question whether it’s the right platform for your firm. Likewise, if you’re going to have trouble maintaining a consistent stream of Tweets it may not be a good fit.
Next, take these on:
• Why will your target audience(s) want to follow your Twitter feed? What will you Tweet?
• How will you recruit followers? Do you have the ability to spread the word about your new Twitter presence?
Phew. You’ve made it this far – congrats. I have just one more question, but it’s unfortunately less tangible and often the hardest to answer:
• Does Twitter fit your brand?
Really, does it? Make sure Twitter feels right for your business. Trust your instinct. Just because everyone else uses it doesn’t mean it’s an effective tool for you.
Yes? Oh, I love a happy ending. Go sign up! You’re ready for Twitter fame!!!
Wait, not really. You’re getting closer, but there’s more to consider before you dive into the Twittersphere. Check back here for more commentary in the coming weeks and months.
Stay on message,