Ken Newman

Trade Show Marketing
San Francisco, California

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Twitter to Users: 'Get a (Social) Life!'

What Twitter is. And more importantly, what it ISN'T

Written Aug 26, 2009, read 1374 times since then.

Twitter streams are overflowing with loud, unsolicited advertisements for all sorts of random stuff. And while I won’t begrudge someone for attempting to raise awareness about their e-book, that approach really misses the point.

What business people and trade show exhibitors don’t typically realize with Twitter is the potential for connection. Sure, it’s not the same as engaging someone face-to-face, but when are you going to be face-to-face with Demi Moore (@mrskutcher) or the CEO of Zappos (@Zappos) or the Chief Technology Officer at Cisco (@Padmasree). Even with a “connection” to Cisco, Padmasree Warrior wouldn’t take my call or respond to my e-mail. But Demi and Tony and Padmasree are actively involved in the Twitter community and responding to tweets—especially if they’re clever or funny or helpful.

This is the equivalent of getting invited to “that party” and having a chance to start a dialogue and charm influential people with your personality. More to that point, you wouldn’t walk into that VIP party and immediately say, “Here’s what I’m selling!” They’d shun you instantly (if you didn’t get kicked out altogether). But through a genuine conversation, talk might turn to what you do, and that person or the company that person represents might very well recognize a need for your services.

Twitter “conversations” are just as relaxed. It’s fun and often silly, but you can get work done within this budding medium. It’s just important to remember that Twitter is inherently a social model, not a business one. The business comes later … just like in real life.

This holds true for the flipside of the equation, too. Recently, Zappos posted the following tweet:

http://twitpic.com/f4pqp - Coolest. Toilet Seat Cover. Ever. (Never thought I’d use those words together)”

The other day there was a message about cool outfits Zappos employees made out of duct tape. (http://bit.ly/4P3h) And while Tony Hsieh just seems like a genuinely cool guy to hang out with, what’s subtly happening is he’s building brand loyalty. After months of connecting with Tony, how much more likely will you be to log on for that next pair of shoes or stop by if you were to see a Zappos booth at a trade show?

That’s because if you were at a trade show and you knew that a close friend of yours had a booth, you would stop by. You wouldn’t just go to the trade show and blow off a friend. A regular common experience with another Twitter feed will foster that same sense of fellowship—even if it’s a big corporation. That’s powerful stuff. Certainly much more powerful than 140 characters overtly trying to sell me something.

When I first got on Twitter, I was amazed at what appeared to be the triviality of the medium. How much did I really care about the intricacies of a Tweeters morning ritual? Did I need to know he was conflicted about 2% vs. 1% milk in his latte? But what I came to realize in short order was that these were simply conversations. Conversations as trivial or as meaningful as they can often be in ANY social situation. So, I jumped into the conversation. And I resisted the urge to 'SELL' myself. I just talked. Offered advice. Posted interesting links. Or funny videos. And I quickly realized the secret. Have the conversation first. And just see where it goes.

Or to put it as simply as possible: eConVERSE before eComMERCE

Learn more about the author, Ken Newman.

Posted by Linda Lee, Seattle, Washington | Aug 26, 2009

Interesting article.I have probably only tweeted three times. Wasn't exactly sure what do next. So I left it alone at least for now. Thanks.
Posted by Shannon Kringen, Seattle, Washington | Aug 27, 2009

i am totally hooked on tweeting! http://twitter.com/goddesskring

i like your thoughts on twitter.

i have connected and shared with tons of people there and it's fun and has brought new traffic to my site and i've traded inspiring quotes and links with many...very fun twitterverse...

peace, shannon
Posted by Gail Howard, Las Vegas, Nevada | Aug 27, 2009

This is really good, thank you.
Posted by Howard Howell, Seattle, Washington | Aug 27, 2009

Ken... Loved your article and I just had to continue one of your links for a little smile. We can't be serious all the time. ...Howard

http://twitter.com/ThatSalesGuy
Posted by Susan Templeton, Bellingham, Washington | Aug 27, 2009

So what about folks who tweet you every 15 minutes...with 'me me!"
Posted by Nancy LaMont, Marysville, Washington | Aug 27, 2009

I am not too much into tweeting yet. I have an account and tweet maybe once a week or two. I do read alot though. I am still trying to figure out what it is that I want to write. Maybe I should just make comments on other posts and not worry too much about business so I can at least get myself started.
Posted by Laura Woodworth, Kansas City, Missouri | Aug 27, 2009

Nice explanation of the use of Twitter. Loved it!
Posted by Jeff Bean, Seattle, Washington | Aug 28, 2009

Nicely put! Tweeting is a way of connecting. And connecting is necessary to business.

Imagine someone saying "I don't talk, because people usually talk about trivial stuff." That person just isn't going to get anywhere (Okay, unless he's Thomas Aquinas ...)

Jeff
Posted by Joyce Lynn Elder, Enumclaw, Washington | Sep 06, 2009

EXACTLY! Twitter is a form of "Social" media, and it always amazes me when people get on and just send out the same tweet over and over again, or when they just tweet about business. The people who have the most followers, and who are most likely to keep my attention, are also the ones who engage in discussion with others, talk like real people about real events in their own personal life as well as professional - I'm working on modeling that "real" presence. It's pretty bad when I have to work to be myself, but it seems I am not alone.