Twitter; Tool or Torment?

posted in Blog, New Media

by Brian Koning

Yesterday, a very successful real estate agent and Facebook friend of mine, Stephanie, posted a couple of questions on her Facebook status that intrigued me.  First, she wanted to know which of her friends are “Twitter Junkies”.  Secondly, and on behalf of her friend Amanda, she asked, “What is Twitter?” because she really didn’t know how to define it.

As I started reading the responses to her questions, I realized that a lof of people still don’t get it.  They see Twitter as unnecessary.  They see it as a fad.  They think it’s a waste of time.  And for most people, I totally agree.  But for certain professions, industries, businesses, organizations, and even educational institutions, Twitter is becoming an excellent tool to get the word out now about what’s going on. Whether Twitter becomes a tool or tormet is totally up to you.

We Need It Now

Face it, we’ve become an impatient people.  We are annoyed by “snail mail” because it’s too slow.  By the time we get the morning paper, the news is old.  We want instant gratification and many of us want to be among the first to know about whatever it is are are passionate about be it our favorite brands, sports teams, television shows, celebrities, etc…   Mix that need with the fact that we are also just want snippets of information rather than some long, drawn out recitation and, suddenly, Twitter becomes an ingenious communication vehicle.   It’s fast.  It’s succinct. It can be confined to people who really desire to hear what you have to say.

Defining Twitter

So, what is Twitter?  Well, Amanda, my own personal definition is this.

Twitter is a social networking tool that, if used correctly, allows you to instantly communicate vital information via the Internet or mobile phone technology to people who care what you have to say in 140 characters or less. Used incorrectly, Twitter is a means for people who need to get a real life to communicate useless dribble to other people who also need to get a life.

Who Tweets?

What may surprise you is who actually uses Twitter.  In 2009, there were an estimated 12 million Twitter users, double the number of 2008.  That number is expected to nearly double again to about 22 million  in 2010.  The biggest “Twitter Junkies” are 45-54 (followed by 25-34, 35-44 and 55+), Caucasian (82%) and have a college education (63%).  Fifty-three percent are female, forty-seven percent mail.  Fifty-two percent have incomes above $60K.  Young people (24 and under) aren’t that into tweeting about their lives on Twitter. (source: iStrategyLabs & eMarketer)

Who should use Twitter?

Business owners should consider Twitter.  Some of the most successful users of Twitter are large businesses that release information about new products or special sales events exclusively to their followers.  Airlines needed to fill seats for an under-booked flight will announce last minute specials on Twitter.  Computer and gaming companies announce new product releases and include links to their websites.  Sports teams communicate scores and injury reports.  Real estate agents communicate a new listing or information about a house they just saw that they think their followers might be interested in.  For me, I let my followers know about new marketing strategies, statistical data, or marketing trends that they might find important.

Twitter is also becoming an educational tool. My daughter has college lectures where everyone in the lecture hall follows that specific class and can tweet questions or answers to the professor or instructor. Those tweets are projected up on a screen so that others can follow along.  It’s actually a great concept and allows everyone to participate.

Quality vs Quantity

So, do you need millions of followers like Ashton Kucther?  Absolutely not.  While I admire that someone commented to Stephanie that they amassed 50,000 followers in three months, my question is “Are any of those followers converting into clients?”  To me, Twitter is about quality, not quantity.  I have a few hundred followers.  Many of them are colleagues, clients, friends and piers.  I also have followers that I don’t know.   And I use the “block” feature quite often when I don’t want certain people to follow me because they don’t have any relevance to my business or just want to scam me on some get-rich-quick scheme.   Celebrities, sports teams, large corporations and causes rightfully have hundreds of thousands, if not millions, of followers.

Now What?

If you are wondering how to integrate Twitter or Facebook into your business but are unsure and/or intimidated, I’d be happy to help.  I work with organizations, small businesses, sports organizations, and individuals helping them better understand and convert the time you spend on New Media (the business term for Social Networking) into potential dollars.

Brian Koning is owner of BTK & Associates, LLC, a marketing, public relations and event management firm located in Carmel, Indiana.

Mixing Facebook with Business

posted in Blog, Marketing, New Media, Public Releations

What was once exclusive to college students a few years back, Facebook has become a way for the 35+ crowd to connect with friends and acquaintances from their past and link up with people they have just met or will soon meet.  But is that good for you and your business?
For me, Facebook is a sanctuary where I can and want to be able to be myself with a few hundred of my closest friends.  If I have a great day, I want to tell people about it.  If my kids excel at something, I want to brag a bit.  If I’m having a bad day, I want to lament in the hopes that one of my friends will say something brilliant to help turn my frown upside down.  But in doing so, I can put my own personal and business reputation at risk by being vulnerable and transparent.

Like everyone else, my “friends list” consists of former classmates, colleagues, family, neighbors, fellow church members, etc…   Recently I’ve become more lax about who I accept as friends.  I friended a talented young lady I met at a singing audition in Chicago.  We shared an interest/experience and seemed to click.  We converse every once in awhile and probably follow each others’ lives.  I just became friends with someone I sat next to at an Indianapolis Colts game.  I know nothing about her except for a brief glance at her profile and a few of her status updates.  And I’ve become “friends” with people who were recommended to me by people I trust because they believe it’s a good connection for me to make for my business or interests.  So far, that’s not been a problem.  And I have about 50 “friend requests” that I still haven’t accepted and probably won’t.

The problem comes when I let my guard down and post a comment about something personal.  I’m human.  I get angry, frustrated, and hurt.  I have religious views.  I take moral stances.  I have strong political opinions.  I am a sports fanatic.  I am a very outgoing, outspoken and social person.   I speak my mind and welcome debate.  That’s who I am.  That seems to rub some people the wrong way.

Lately I find myself censoring my comments.  What’s worse is that others are now censoring my comments.  For instance, I made a general comment the other day that “some actors are pigs” referring to my involvement in acting and the fact that actors are not the tidiest of people.  A “friend” took that comment out of context and took it as a personal attack on him and his group of actors.  He let me know that he didn’t appreciate the comment.  It wasn’t intentional, but I do see how he could have taken it personally.

Another “friend” was sending multiple comments to Facebook through Twitter.  I received about 50 status updates from him in a matter of a couple of hours.  I jokingly commented that “someone needs to give their thumbs a rest”.  Another “friend” thought I was referring to her and told me to block her if I didn’t like it.  It wasn’t her that I was talking about.  Again, my comment was taken out of context.

I belong to various groups, organizations and causes.  I make “general” comments about my frustration with certain behaviors, character flaws or situations.  I air my pet peeves.  And every single time I do, I get emails or private messages from “friends” who think I’ve targeted them or the organization they belong to.  They are paranoid.  Facebook seems to bring out the best in people and the worst in people.  Trust me, if I have a problem with someone, they’ll know it long before it becomes a comment on Facebook.

For this reason, I have shied away from accepting clients and prospects as friends – at least until I get to know them on a more personal level.  On the other hand, there are “friends” on Facebook that have become clients or referred me to others because they’ve gotten to know me and like me.  They trust me.

I see little Facebook skirmishes pop up all of the time, especially between a certain group of ladies that I went to school with. They get into these personal and public squabbles that lead to hurt feelings – the same thing that happened 30 years ago.

My advice? Only mix business with Facebook fun when you think it’s appropriate.  Set up a Facebook fan page or group for your business or organization and only use it for business purposes.  Use your personal profile for being you and don’t worry about what others think.  If they don’t agree with you and give you grief, that’s their problem.   Facebook has a built-in “unfriend” feature.  With the tap of a finger, you can banish someone from your Facebook kingdom forever.

For me, Facebook has been a great way to socialize, rekindle past relationships and build new ones.  Not to mention it helps me blow off a little steam when needed.   It has also helped my business grow.  So, I’m putting my Facebook Friends on notice… I plan to keep on being me.