Twitter is a tool that is dominating the social media scene at the moment and it’s only now that some dissenting opinions of the tool are emerging and I have to admit I’ve been reluctant to speak out having witnessed first hand how quickly the Twitter freaks shout down any dissenting opinion.
I’ve studied Twitter for a while now and have taken a cautious approach to building a network. I find Twitter amusing and a sometimes useful source of information.
I can clearly see how Twitter can be useful for companies operating in the B2C world. Its gives an interesting insight into what consumers are thinking and talking about. As a listening tool it has immense value. It’s good to see people using Twitter to scoop the traditional news services.
My key concern though is that I can’t see how Twitter is going to be of any use to companies that operate in the B2B world – particularly if they are what I term B2B sales organisations.
Here is what I think Twitter won’t do anytime soon:
- Twitter is not going to help a B2B company keep on top of public opinion.
- Twitter is not going to generate sales leads.
- Twitter is not going to give a B2B marketer an insight into what his suspects, prospects, or customers are thinking (or not in any useful way).
Sure, keep Twitter in your social media mix as it’s generating lots of noise about plane crashes and stuff, and the technology has potential (though I am more of a Plurk fan) In advising our customers on social media strategy I generally keep Twitter in the mix due in some part to the amount of noise it’s generating in the press and in part as I can see the potential in the product. Realistically though I wouldn’t recommend investing time or resources into Twitter as I’m yet to see that it’s going to contribute in a meaningful way to a social media initiative.
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5 responses so far ↓
Dave Stein // January 19, 2009 at 4:32 pm |
I agree with you about Twitter and B2B sales. The very little activity that does go on related to B2B sales is generated by sales trainers looking for business.
Yet, I still have an open mind. My firm will be doing a bit of research on this very subject. I’m looking forward to seeing the results.
smartsellingblog // January 19, 2009 at 8:45 pm |
Hi Dave,
Thanks for the positive comment – I suspect the Twitter army are off twittering a burning effigy of my bald head…I’d be interested in what your research shows when it’s complete.
cheers Mark
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