Ganesh Harinath

Twitter, like any other mass-communications channel, serves a relevant purpose to many different crowds. Depending on who you are, who you’re trying to reach, and what you’re trying to say, this channel can really help strengthen the conversation and add a real-life connectivity factor that traditional channels like email or direct mail (MLM) miss completely.

However, it can become overly tempting to use new media channels the same way, regardless of the audience or intention. In this discussion, I’d like to point out some relevant ways to use Twitter, and some less than relevant ways that might detract from the true goal of connecting and engaging with people.

Let’s start with some high-level perspective ‘buckets’ of Twitter.

Some companies view Twitter as a PR channel. This is especially true in times of crisis communications and reputation management. For example, the Red Cross, during their Haiti Relief efforts, relied heavily on Twitter to get their message and call-to-action out into the world.

Others view Twitter as an offset to traditional advertising. This is especially relevant for the work I do in the Twitterverse. A terrific example, which may become a later posting, is the work that Ford did with their Ford Fiesta Movement. A terrific series of social media targeted discussions hyped the brand and has led to record sales: all with an ~90% savings over traditional ad spend…talk about an ROI!

But, no matter what kind of channel you envision it being, you must be aware that immediacy and connectivity are the two hallmarks that distinguish new media from old.

Immediacy: You can’t tweet 2 days later and expect anyone to find it relevant.

I actually heard a leader of a PR agency tell me “Who cares, it’s like email, and I get to it when I get to it. The average user won’t mind if it takes me a few days, maybe longer.”

I don’t know where the average reader of this blog sits, but I sincerely hope you found something wrong with that last statement. If it’s not about real-time responses and connecting with people about trending issues, then I honestly don’t know what it’s about. If you’re not relevant, you’re not part of the conversation. If you’re not part of the conversation, why even bother signing up.

The TwitBlitz: You can’t tweet 40 times on Tuesday and not at all the rest of the week.

People notice. You’re better off tweeting 3 times a day, every day, and averaging out to half as many tweets; especially if 2-5 of those tweets are directly in response to another user or a loyalist. I’ve un-followed people for this very reason. Granted, I’m occasionally guilty of tweet-blitzing but that’s usually under the guise of a live-tweeting session or over the course of a public dialog about a topic I’m discussing. There are always exceptions. But, point still stands – get it together.

Connectivity: If you’re not connecting, you’re doing it wrong. That’s the name of the game.

Having a lot of followers is not connecting. In fact, quite the opposite. I routinely go in and remove followers I wouldn’t follow back. It’s not because I’m mean – though one could make that argument – it’s because I want to have a focused conversation. There are also friends from my personal life I do not follow on Twitter, as I don’t think their tweets add value to the uses around which I define my social media behavior pattern.

Defining one’s Twitter MO is another great point we can discuss more later. Suffice to say, it’s essential to start with a mission or a strategy, otherwise it’s just the thunder before defeat.

How do you choose to use Twitter? Are there any methods you use that this blog misses? Think I’m wrong? Sound off below.