FT: Should Twitter be confined to the marketing department?
The Financial Times today has discussion of the business application of Twitter which is undoubtably worth a read. One great line: “Done badly, the effect is like watching your grandfather dance at a wedding disco”.
The FT strangely didn’t ask us for our opinion (!), so here’s our take:
THE SOCIAL MEDIA CONSULTANT David Sim
Twitter offers a unique way to connect – and for the conversation that follows to be aired in public. Fans can connect with celebrities. Customers can connect with companies. Researchers can connect with practioners. Specialists can consult with thought leaders.
Many businesses make the mistake of believing social media is like traditional advertising. The cocktail party analogy is a good one: you could stand on a table and start shouting across the room telling everyone how wonderful you are. Or you could engage in conversation, listening more than talking, generously sharing insights, advice and ideas. Which will work?
Twitter, of all the social networks, can be banal, confusing and overwhelming. Businesses certainly need to learn how to use it effectively. And it’s the whole business: customer support, business development, marketing and research. Hidden amongst the detritus are diamonds, and connections waiting to be made.
FT.com / UK – Should Twitter be confined to the marketing department?.
Thanks to Mike Grandinetti for bringing the article to our attention.
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