Some marketers may not realize the capability of Twitter as an effective tool. Founded in 2006, the site is a social networking tool that also utilizes micro-blogging. Users are able to send messages, known as tweets, in real time. Twitter is noted for its ability to bring normal people and celebrities together in a virtual forum. On Twitter, everyone is able to enjoy the casual environment of sharing whatever comes to mind. Although this is a trend that is a celebrity PR person’s worst nightmare, there is no doubt that it is quickly becoming an influence on popular culture.
On September 9th, 2009, Lance Armstrong sent out a tweet inviting Los Angeles cyclists to join him on a ride at Griffith Park the next morning. With close to two million Twitter followers, Armstrong’s message was able to reach fans and cycling enthusiasts alike. Overnight, word caught on of this bike ride and over one thousand people showed up in the zoo parking lot. Perhaps, Lance could not have even imagined this huge outcome in response to his message! Unlike television, radio, or a more traditional medium, some may doubt Twitter’s ability to reach a wide audience. With a character limit of 140 words, this is just one of many examples that show just how powerful one tweet can be.
Nowadays, the use of Twitter is really catching on. It’s not unusual to see CNN show casting Twitter feeds in response to recent events. Whether it is reaction to Joe Wilson’s outburst or Michael Duvall’s infidelities, CNN is always quick to turn to viewers for their opinions. Twitter is successful in its use to quickly spread word of interesting news. As convenient as Twitter is, it does not mean that it can be used without forethought. Twitter and the Internet can be especially unforgiving to mistakes. Even if you delete a tweet, there are functions that allow users to see what messages have been removed. As the saying goes, it is essential to look before you leap.
With new tools such as Twitter, it is important to not get too excited about their casual nature. Would you spam your customers with emails or run an ad with an offensive message? Keep in mind that the same marketing rules apply. Twitter is an influential tool and harnessing it for the right potential you will get positive feedback for its use in social media marketing. The site requires a short attention span and using it in the wrong fashion will not only tarnish your reputation but guarantees that the public will lose interest.