I liked the piece in today’s Wall Street Journal by Elizabeth Holmes and on how three different companies deal with Twitter. My old personal favorite was Sea World, where they had Shamu tweeting. It took a while for me to “get” Twitter, but I love the service and along with HootSuite, I find it one of the indispensible tools to keep me up-to-date on the world of business…and other things as well. For example, during football Sunday’s, I keep my iPad next to me as I watch games as I follow the former head of NFL officiating Mike Pereira (@MikePereira) as he tweets about officiating issues regarding the games and gives his followers the correct information on why calls were or were not made.
From today’s article:
This week AMR Corp.'s American Airlines found itself caught in a public spat after actor Alec Baldwin vented on Twitter after being removed from an American flight. "Flight attendant on American reamed me out 4 playing WORDS W FRIENDS," Mr. Baldwin tweeted, referring to a Scrabble-like online game.
American replied via Twitter asking for his contact information. A day later, American tweeted, "UPDATE: Facts about yesterday's removed passenger" along with a link to a statement giving a less-flattering account of the passenger's behavior without mentioning Mr. Baldwin's name. Mr. Baldwin deactivated his Twitter account after the incident and apologized to his fellow passengers.
Companies are adopting a variety of strategies for navigating Twitter's pitfalls. One of the biggest issues is how many people to trust with a company's account, known as its handle. Spread the authority too thin, and the burden can be overwhelming. Authorize too many people, and the risk of mishaps multiplies. Here's how three very different companies—Southwest Airlines Co., Whole Foods Market Inc. and Best Buy Co.—are approaching the task.
Showing posts with label Twitter. Show all posts
Showing posts with label Twitter. Show all posts
Friday, December 9, 2011
Saturday, August 20, 2011
I Like (Finally) Twitter
OK, I’ll say it. I like Twitter. Finally.
For me, this was a long time in coming. I was an early adopter and got involved with Twitter in its formative days. I tweeted, read posts and followed people… people I really wanted to listen to. And then I started following lots more people…lots and lots more people so many so that I couldn’t seem to follow what anyone was saying anymore. I felt like I was sitting on the bank of the Shoshone River in Wyoming just watching the water rush by…except in my case it was watching a river of tweets run past me and there was no way I could see what anyone really was saying any more and worse yet I was missing out on lots of interesting content. For me, content is the king on Twitter as I love seeing people suggest articles in places that I’d never find. But with so much stuff roaring past me, I knew I was missing out on stuff I really wanted to read.
I talked to folks and they told me to “unfollow” people, but for my Midwestern sensibilities that just seemed plain rude. So I stopped using Twitter. Oh, I’d post things and read a bit here and there, but for me Twitter was a non-factor. And then, right before I left Syracuse to come to Lynn University, I asked social media guru Kelly Lux what she used, and she recommended Hoot Suite.
So I set up Hoot Suite, read some more stuff on the internet about Twitter, and I can say I really “get” it now. I’ve set up multiple streams on Hoot Suite that I’ve divided into things I like to read about. I’ve got an entrepreneurship stream, a politics stream (wish I had a better idea who to follow here), an interesting persons stream, a sports stream and a foodie stream. And I’ve arranged people I’m following into those streams; not everyone ends up there, so I still following the rushing river, but I just do it a couple of times a day. And I use my “streams” a lot like I would a newspaper (or CNBC on the TV in my office)…I go to it in the morning, around lunch and again in the evening to see who is saying what, and more importantly what articles they’re linking to. Which for me, is the best thing about Twitter, it allows me to read more things and be connected to more interesting content than I ever would have previously. So even though I jumped on it early, I can now say that I’m really using Twitter…and yes, I really like it.
And you can follow me at DeanTomKruczek...on my new friend...Twitter!
For me, this was a long time in coming. I was an early adopter and got involved with Twitter in its formative days. I tweeted, read posts and followed people… people I really wanted to listen to. And then I started following lots more people…lots and lots more people so many so that I couldn’t seem to follow what anyone was saying anymore. I felt like I was sitting on the bank of the Shoshone River in Wyoming just watching the water rush by…except in my case it was watching a river of tweets run past me and there was no way I could see what anyone really was saying any more and worse yet I was missing out on lots of interesting content. For me, content is the king on Twitter as I love seeing people suggest articles in places that I’d never find. But with so much stuff roaring past me, I knew I was missing out on stuff I really wanted to read.
I talked to folks and they told me to “unfollow” people, but for my Midwestern sensibilities that just seemed plain rude. So I stopped using Twitter. Oh, I’d post things and read a bit here and there, but for me Twitter was a non-factor. And then, right before I left Syracuse to come to Lynn University, I asked social media guru Kelly Lux what she used, and she recommended Hoot Suite.
So I set up Hoot Suite, read some more stuff on the internet about Twitter, and I can say I really “get” it now. I’ve set up multiple streams on Hoot Suite that I’ve divided into things I like to read about. I’ve got an entrepreneurship stream, a politics stream (wish I had a better idea who to follow here), an interesting persons stream, a sports stream and a foodie stream. And I’ve arranged people I’m following into those streams; not everyone ends up there, so I still following the rushing river, but I just do it a couple of times a day. And I use my “streams” a lot like I would a newspaper (or CNBC on the TV in my office)…I go to it in the morning, around lunch and again in the evening to see who is saying what, and more importantly what articles they’re linking to. Which for me, is the best thing about Twitter, it allows me to read more things and be connected to more interesting content than I ever would have previously. So even though I jumped on it early, I can now say that I’m really using Twitter…and yes, I really like it.
And you can follow me at DeanTomKruczek...on my new friend...Twitter!
Thursday, January 13, 2011
Twitter and the NFL
Ever since we used to live out west, I’ve been a Denver Bronco’s fan. Yes, they were an absolute mess last year(there is a lesson for all us to heed in that mess dealing with hiring), but I thought the article in today’s Denver Post on John Elway, the NFL and Twitter was interesting.
From the article:
"It was important to us to reach our fans directly and in the most personal way, and it was important to restore some of the credibility in our organization that might have been lost in a challenging season. We owe that to our fans."
From the article:
"It was important to us to reach our fans directly and in the most personal way, and it was important to restore some of the credibility in our organization that might have been lost in a challenging season. We owe that to our fans."
Thursday, May 27, 2010
Twitter Talk
Let’s talk about Twitter. I know what you’re thinking, why should I read about Twitter when I never want to do it. I hear that almost every day from some entrepreneurs as well as from a few of our faculty. But if you’re not listening to what’s being said on Twitter about your product or your company; if you’re not using Twitter as a source of information about your industry; if you're not taking advantage of the flow of information that Twitter-users generate, you're missing an opportunity. Take a look at some examples of how you might use Twitter from the article Reach Your Customers in 140 Characters, All of them Free by Kermit Pattison of the NY Times.
Some other thoughts from the article, noting especially the point about “selling” in an over-the-top fashion:
DO NOT BE BORING Humphry Slocombe is a 14-seat ice cream shop in San Francisco that has gathered nearly 300,000 Twitter followers — far more than giant competitors like Ben & Jerry’s, Baskin-Robbins or Dairy Queen. Not bad for a small business that began posting on Twitter only last year.
“We started using Twitter just because we have zero money for any kind of advertising or promotion whatsoever,” said Sean Vahey, co-owner and operations manager. “We have a product that changes daily. Our customers were asking, ‘How do you keep us up to date on the different flavors?’ Twitter was the perfect answer.”
But there was an issue. Mr. Vahey’s first impression of Twitter could be summed up in six characters: boring. So he decided to make his account edgy, occasionally rude and always entertaining. The shop’s Twitter bio: “ice cream with attitude.”
The store posts updates to its menu, which features 100 ice cream flavors including prosciutto, milk chocolate tarragon and foie gras. “As soon as we put it on Twitter it moves,” Mr. Vahey said. “It’s an instant response.”
CREATE A FOCUS GROUP Twitter can be your portable focus group — one you do not have to pay for.
Chrysta Wilson owns the small Los Angeles bakery Kiss My Bundt. She likes to experiment with new recipes and use Twitter for customer feedback. “It absolutely is like a focus group, except the beauty of it is I don’t have to go and find people who are interested or knowledgeable about baking,” Ms. Wilson said. “My universe is already there — my Twitter followers and Facebook fans.”
When Ms. Wilson wanted to try a new maple bacon bundt, she posted about it, put up photos and invited followers to stop by for free samples. Their feedback helped her perfect the recipe, which is now a favorite. She has more than 1,900 followers. “It’s great for getting input — they become your sounding board,” she said. “It’s a way to break out of the business owner’s bubble and get an outsider’s perspective.”
SOAPBOX FOR THINKERS For some, Twitter serves as a high-tech bully pulpit.
Tim Berry has an enviable job. The founder of Palo Alto Software, he stepped away from day-to-day management into an emeritus role of evangelizing about small-business planning and management.
He posts about interesting articles, blog links and anything that strikes him as surprising. “The key thing is being interesting,” he said. Mr. Berry said he believed that his Twitter stream generated 10 to 20 percent of the traffic that came to his company Web site. If he can pique interest and establish himself as a trusted authority, he said, customers are more likely to buy his products and services.
“If you’re just selling, it doesn’t work,” Mr. Berry said. “If somebody starts selling, I stop following them.” (my bolding and underlining)
Mari Smith, a social media speaker and trainer who lives by the rule “always be marketing” and has amassed more than 68,000 followers, agreed. Ms. Smith will not post a traditional “push” marketing message that explicitly advertises an event like a webinar. Instead, she might post something that arouses people’s curiosity and include a link.
For Ms. Smith, Twitter is a way to maintain a personal touch — and scale it up. “Whether I’m chitchatting, retweeting, @replying, talking about my personal life, my products or services, it’s all marketing,” she said. “People buy people before they buy products or service. They’re buying into you.” The payoff: Ms. Smith said half her business came through Twitter.
STARTING SMALL IS FINE Quick! What famous architect designed the pyramid outside the Louvre in Paris?
If you saw that question move across your Twitter stream (the answer is I. M. Pei), you must have been following La Boulange, a French cafe and bakery with 11 locations in the San Francisco area. La Boulange has fun with Twitter posts, like a Twitter trivia bingo contest or daily posts of New Year’s resolutions like “eat more chocolate.” La Boulange has about 1,000 followers, but for a local business, even a few hundred loyal followers can be extremely valuable. “Twitter makes it possible for small business to retain that personal touch,” said Anamitra Banerji, senior product manager at Twitter. “Interacting with a Twitter account is almost like walking into a corner store. There’s a closeness and intimacy that small businesses have really leveraged on Twitter.”
So it is with La Boulange. “It’s not so much about the number of followers,” said Emily Doan, La Boulange chief of operations and principal Twitterer. “It’s about making that connection and relationship to people. It’s keeping our company fresh in their minds each day.”
Some other thoughts from the article, noting especially the point about “selling” in an over-the-top fashion:
DO NOT BE BORING Humphry Slocombe is a 14-seat ice cream shop in San Francisco that has gathered nearly 300,000 Twitter followers — far more than giant competitors like Ben & Jerry’s, Baskin-Robbins or Dairy Queen. Not bad for a small business that began posting on Twitter only last year.
“We started using Twitter just because we have zero money for any kind of advertising or promotion whatsoever,” said Sean Vahey, co-owner and operations manager. “We have a product that changes daily. Our customers were asking, ‘How do you keep us up to date on the different flavors?’ Twitter was the perfect answer.”
But there was an issue. Mr. Vahey’s first impression of Twitter could be summed up in six characters: boring. So he decided to make his account edgy, occasionally rude and always entertaining. The shop’s Twitter bio: “ice cream with attitude.”
The store posts updates to its menu, which features 100 ice cream flavors including prosciutto, milk chocolate tarragon and foie gras. “As soon as we put it on Twitter it moves,” Mr. Vahey said. “It’s an instant response.”
CREATE A FOCUS GROUP Twitter can be your portable focus group — one you do not have to pay for.
Chrysta Wilson owns the small Los Angeles bakery Kiss My Bundt. She likes to experiment with new recipes and use Twitter for customer feedback. “It absolutely is like a focus group, except the beauty of it is I don’t have to go and find people who are interested or knowledgeable about baking,” Ms. Wilson said. “My universe is already there — my Twitter followers and Facebook fans.”
When Ms. Wilson wanted to try a new maple bacon bundt, she posted about it, put up photos and invited followers to stop by for free samples. Their feedback helped her perfect the recipe, which is now a favorite. She has more than 1,900 followers. “It’s great for getting input — they become your sounding board,” she said. “It’s a way to break out of the business owner’s bubble and get an outsider’s perspective.”
SOAPBOX FOR THINKERS For some, Twitter serves as a high-tech bully pulpit.
Tim Berry has an enviable job. The founder of Palo Alto Software, he stepped away from day-to-day management into an emeritus role of evangelizing about small-business planning and management.
He posts about interesting articles, blog links and anything that strikes him as surprising. “The key thing is being interesting,” he said. Mr. Berry said he believed that his Twitter stream generated 10 to 20 percent of the traffic that came to his company Web site. If he can pique interest and establish himself as a trusted authority, he said, customers are more likely to buy his products and services.
“If you’re just selling, it doesn’t work,” Mr. Berry said. “If somebody starts selling, I stop following them.” (my bolding and underlining)
Mari Smith, a social media speaker and trainer who lives by the rule “always be marketing” and has amassed more than 68,000 followers, agreed. Ms. Smith will not post a traditional “push” marketing message that explicitly advertises an event like a webinar. Instead, she might post something that arouses people’s curiosity and include a link.
For Ms. Smith, Twitter is a way to maintain a personal touch — and scale it up. “Whether I’m chitchatting, retweeting, @replying, talking about my personal life, my products or services, it’s all marketing,” she said. “People buy people before they buy products or service. They’re buying into you.” The payoff: Ms. Smith said half her business came through Twitter.
STARTING SMALL IS FINE Quick! What famous architect designed the pyramid outside the Louvre in Paris?
If you saw that question move across your Twitter stream (the answer is I. M. Pei), you must have been following La Boulange, a French cafe and bakery with 11 locations in the San Francisco area. La Boulange has fun with Twitter posts, like a Twitter trivia bingo contest or daily posts of New Year’s resolutions like “eat more chocolate.” La Boulange has about 1,000 followers, but for a local business, even a few hundred loyal followers can be extremely valuable. “Twitter makes it possible for small business to retain that personal touch,” said Anamitra Banerji, senior product manager at Twitter. “Interacting with a Twitter account is almost like walking into a corner store. There’s a closeness and intimacy that small businesses have really leveraged on Twitter.”
So it is with La Boulange. “It’s not so much about the number of followers,” said Emily Doan, La Boulange chief of operations and principal Twitterer. “It’s about making that connection and relationship to people. It’s keeping our company fresh in their minds each day.”
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