Why Every Business Needs Twitter

On first glance a small business might look at social media as a distraction or a waste of time. I have discovered that Twitter is specifically a finger on the pulse of your customers.

Twitter is a lot like being at a cocktail party. You pick up conversations as you wander the room. You don't get the complete discussion, just a piece of it. If you want to know more you engage with that person to learn more.

If someone is unhappy with your company there are two places they are likely to mention it: Twitter and Facebook. When someone is unhappy about a business it is 12 times more likely to be mentioned then if they are delighted.

A business no matter what their size needs to be on Twitter. It provides a way to engage with your customers by inviting them to follow you.

It also provides a way for you to make company announcements, let people know about a special or promote your blog. Be careful about being nothing but a promoter of your business. People will unfollow you or tune you out like a TV commercial. Place your Ads on Google or Yahoo.

Promote your twitter account to your customers and invite them to follow you. Then in turn you should follow them. Schedule a few semi-personal tweets inbetween your business ones.

Anytime someone mentions your company name you want to know about it. This is your opportunity to engage. An existing customer is 10 times easier to keep then a new customer is to acquire. Most customer dissatisfaction will be easy to fix because it is just a matter of communicating.

I have a specific example of this principle. I was on a "GoTo Meeting" webinar. The meeting was using their software and the connection stunk and this was happening to multiple people. I tweeted that "GoTo Meeting" stunk and someone from their customer service was with me in less than a minute. They asked what the ID was for the meeting and were right on correcting the problem. This is an example of the perfect use of Twitter.

Now imagine if they had never contacted me and other people on Twitter engaged with me complaining instead. A groundswell of "ill will" could have been created. That kind of event can happen where people start banding together to complain or discuss a problem. Just ask the people of Eqypt, thier recent nearly bloodless revolution was started on Twitter.

So there are your options; great customer service like "GoTo Meeting" or a customer revolt.

I have also found www.SocialOomph.com for monitoring my brand name and keyword mentions.

There are 5 key things I look for in a tool for social media:

1. It doesn't cost me anything (may have a premium service though)
2. It integrates with all of the social media platforms
3. It has a pre-schedule-ing feature
4. It has a "Name Monitoring" or keyword monitoring feature
5. And it is easy to use

There is one I have found that does all of these and it is HootSuite at www.hootsuite.com

Social media of any kind can turn into a vortex that steals your time.  Don't start your Twitter efforts without have a plan first.  I suggest you read a hub I wrote on the Social Media Cycle.

Make sure you monitor your companies social media activities and devise a strategy for "One Voice."  Speaking with one voice helps to ensure a consistent message with your customers. If you receive a particularly upset tweet discussion your response together with others in your company.  Perhaps even more importantly don't just have a knee jerk reaction.  Be thoughtful and courteous, this will help ensure that the problem doesn't get bigger.

The key comes back to having a plan.   If you have a plan and anticipate problems you will be successful with and appreciated by your customers.  And, yes word will get around!

Your customers are going to talk about you anyway. Why not be engaged in the conversation? Twitter is a useful tool, at no cost to your business, to listen to your customer's needs, wants and concerns. You will delight them because your customers don't expect it!