More on Twitter

I've seen and heard the following a lot lately:
"How can reading about so and so's life help my business?"
- It can't
"I'm wasting my time reading all those Tweets!"
- You probably are
"I don't see the value in it for my business."
- Now we have a problem...

The ultimate point of any social network, be it Twitter or anything else, is that you communicate what you want, when you want. Remember, communication is a two-way street. You can read all you want or nothing of what other people put out there, just as they can of what you put out there. But what you read has no bearing on your business at all - it's what other people read about your business.

Let me say that again: it's what other people read about your business.

If you and your business are on Twitter to say "I'm at the airport now" or "Tough board meeting!" you're wasting your time and actually inflicting potential damage on your brand. Outside of your mom, no one wants to know where you are and what you're doing every minute of the day. Leave emotion and ego out of this, and deliver straight product in 140 character bursts.

Use Twitter for the following in business:

• New product launch
• Old product improvement/update
• Publicity Event (like a Tweetup)
• Grand Opening or Re-Opening
• Daily/Weekly reminder of specials and offers/coupons (re-direct to your web site whenever possible)
• Photo opportunity (either famous person at your place, or have people post their own pics at your place - great pub either way and people love to see themselves)
• Staff growth or expansion
• Business growth or expansion
• Interesting articles that are about or relate to your company (if people are following you and you're a bakery, they must like baked goods. Keep them posted on your bread and other similar areas of interest like cakes, desserts, bagels, coffee...)

Hopefully that's enough of a lead and examples for you to see what I'm talking about here. You can interract with customers who do so with you, and it helps humanize you if you do. But make sure you reply "at" them and keep on top of messages to you. For people who can't or don't interact with you or your storefront on a daily basis, this is key line of communication that can bring them back in, giving them a sense of ownership in store and product. That also makes them more likely advocates for you and advocates always bring friends!

Take away this - Twitter is a way to promote your business and keep it connected. If you want to spout personal opinion or inject your latest political rant, do it on your own acount, not that of your business. Read what other people in your industry post, follow the articles, and stay personal with the people who are your loyal customers. But you don't have to catch up on what every single one of them is saying, and you'll go crazy trying. Keep your focus on your business marketing.