I have read the article and I think Twitter is not for every product and it is not compulsory in order to have an “interactive presence”.
Twitter is about very short-term. It has immediate relevancy. It must be used this way. Twitter is not a big invention. It is made of smaller pieces already in use and with bigger independent success.
It could be appropriate for mobile phones companies stressing the idea of converging technologies and increasing mobility. It is good for certain retail businesses where there is a direct relation with the consumer. Alerts(rumours) which can lead to an immediate reactions are the most obvious methods. It could be good for high street deals and discounts. @TheBKLounge could be also an interested example.
A corporate blog or a proper website could still represent a more consistent way of promoting a brand and opening a conversation with consumers. A product which has design as its central characteristic may use better a blog with bigger texts and with embedded images and videos.
A company using Twitter must show commitment in replying to (all) consumers. It is the only way to be active and attract audience on Twitter on long term. I think many companies will give up using Twitter after a while. For some of them it will be too limited and too time-consuming way of interacting(if they must reply to their customers).
Probably, the best approach is to analyse every case separately to see how it is possible to integrate Twitter methods into a communication strategy.
P.S.
My comment is also an answer to your question: “What should businesses do about Twitter?”.
This blog is mainly the work of Market Sentinel CEO Mark Rogers. We use it to review recent developments in the areas of buzz-monitoring, buzz-marketing, word of mouth, online public relations, blog marketing and related topics. Feel free to comment or email us direct
I have read the article and I think Twitter is not for every product and it is not compulsory in order to have an “interactive presence”.
Twitter is about very short-term. It has immediate relevancy. It must be used this way. Twitter is not a big invention. It is made of smaller pieces already in use and with bigger independent success.
It could be appropriate for mobile phones companies stressing the idea of converging technologies and increasing mobility. It is good for certain retail businesses where there is a direct relation with the consumer. Alerts(rumours) which can lead to an immediate reactions are the most obvious methods. It could be good for high street deals and discounts. @TheBKLounge could be also an interested example.
A corporate blog or a proper website could still represent a more consistent way of promoting a brand and opening a conversation with consumers. A product which has design as its central characteristic may use better a blog with bigger texts and with embedded images and videos.
A company using Twitter must show commitment in replying to (all) consumers. It is the only way to be active and attract audience on Twitter on long term. I think many companies will give up using Twitter after a while. For some of them it will be too limited and too time-consuming way of interacting(if they must reply to their customers).
Probably, the best approach is to analyse every case separately to see how it is possible to integrate Twitter methods into a communication strategy.
P.S.
My comment is also an answer to your question: “What should businesses do about Twitter?”.