That Twitter thing
Posted on April 16, 2009 by Tom
“Can you explain that Twitter thing to me?” That was the question I got asked. Though there’s nothing essentially wrong with that question, it’s obviously one that can result into improper use or even zero results.
It’s easy to give a thorough and correct stand-alone explanation of Twitter, but the problem is that it might result into just that, the stand-alone use of Twitter. Understanding how it works, companies use Twitter correctly (meaning by the book) but have wrong expectations about the impact it has and the impact they want. It’s easy to try and project the success Twitter or other companies that use Twitter onto your project, but without a proper plan it’ll be difficult to get the impact you had in mind when you rushed into that Twitter-thing too fast.
It’s great that people are curious and ask for an explanation. I think we can all applaud the effort that some managers put into trying to understand and implement these tools. But an explanation should only be the beginning. There are tons of other social media tools that you can use, that can interact with eachother to get a more significant impact. Rushing in means you don’t give it a chance to grow, you’re thinking short-term and (though using it correctly) you don’t use it to its full potential. Without proper research about the possibilities, the danger is that you have to change your strategy too often, which can result into losing all long-term benefits social media have.
Most companies are convinced that they can benefit from social media. Trying to find ways to use them is great as long as they don’t restrict themselves by the explanation they get, rushing in and be disappointed when it turns out that you had the wrong expectations.