While I was attending a luncheon last weekend, a good friend turned and asked me, “Did you hear that Twitter is going away?” She continued with some statistics about how the usage numbers on Twitter are dropping as proof that the service was going to disappear “like MySpace.” And at my table, some very successful professional women chimed in with agreement. “I just don’t understand why people want to talk about random things.” “Who cares where someone is?” “I don’t have time.”
So I asked how many of them had attended a Chamber breakfast recently. Most said they had. I asked how a relationship with a new contact usually began. “With general conversation,” they said. Like the fabulous new restaurant they tried for dinner last night. Or how beautiful the weather is. Or how they both have teenage daughters. Seemingly random things that build the foundation for relationships. Hmmm. Sound familiar?
Then I asked if they would love to be able to walk into that breakfast and know exactly which ten people were likely to be interested in their services. “Of course,” they agreed.
“Welcome to Twitter,” I said.
This lunchtime exchange was very similar to most conversations I’ve had with tenured professionals or business owners. They’ve heard about the buzz surrounding Twitter, but know very little about its usefulness – particularly for business. So we thought we’d offer a weekly series on the opportunities Twitter presents. We won’t deluge you with a mile-long list, but we will share one simple concept or feature each week.
My all-time favorite: the advanced search.
Are you a hairdresser looking for new clients? Or a furniture store looking to sell mattresses? Or a jewelry store?
What if you could know exactly which people in your area are complaining about their hair? Or that they can’t sleep? Or looking for a gift for their wife’s birthday?
You can.
Start by entering some of the key words related to the problem you’re trying to solve. Then enter your zip code in the “Near this place” field and adjust the radius distance to your liking. Then just click search.
It may take a few experiments to find a combination of words that generates the pool of tweets you’re looking for. But once you figure out an effective search, you can subscribe to the feed for your search – meaning that any tweets matching that search criteria will be automatically delivered to your reader as they happen. You now have a steady stream of potential customers alerting you to their presence each day.
Some businesses take an indirect approach and follow those potential customers, chatting about general topics to build a relationship. Others take a more direct approach and reply with a tweet referencing their solution – and maybe even a discount or special offer. Again, experimentation may be needed to determine which approach generates the best results.
But where else can you identify the specific people that have a need for the solution you offer? All in real-time and at no cost. That’s a powerful marketing tool if I’ve ever seen one.
Great article with very reasonable points of emphasis. I don’t use Twitter except for the social aspect, but appreciate how technology works in the emerging social media scene. This is a great article for people to use when trying to relate the functionality and benefits of social media (e.g. twitter, facebook, google wave, etc)
Thanks, Jeff! Sometimes people don’t see the intricacies involved in participating in social media. Kendra wrote the post, and I think drawing the comparison to something business people are already familiar with (Chamber of Commerce) helps them see the benefits. We don’t spend our time at a mixer “advertising” at people – we chat with them. The same is true of Twitter, and the other social platforms you mentioned. The great thing about it is that you can actually know more than a person’s name before you start talking to them. How cool is that?
Finally! The answer I most need to counterbalance those that scoff at my Twitter/Social Media affliction! Well-stated. Heretofore, I had given up explaining it. Recently, when experiencing an ultimate deadlock with a Social Media adversary,I resorted to this embarrassment:
“Really, it boils down to this…smart, savvy and really nifty people ‘get’ social media. Those that don’t, hmmm. Sorry!” Thank you for giving me a polite and professional response to redeem myself. Nice.
[...] Today, we continue our series highlighting some of our favorite uses of Twitter. (Last week, we shared some tips on using the Advanced Search tool.) [...]