You may not be using Twitter yet, but your customers are.
Leading US media monitors Jaxxon Flincher claim that by April 30, 2016, you’ll never be more than six feet away from someone you follow on Twitter. Actually, I made that up, but given the grasp this medium has on life and human society in 2013, this is highly feasible.
It came from literally nowhere in March 2006, and seven years on and it’s the insta-communication platform of choice for presidents, popes, prime ministers, and Rio Ferdinand all connecting to the world. They’re never out of touch, and know that every time they tweet, the world will hear about it one way or another.
It’s become the de facto communicator for major events, instant news, jokes, and comments, forging public opinion and your business.
It’s life commentary in real-time, never delayed and always reactive. In terms of scale it is beyond vast, there are over 500 million accounts generating over 340 million tweets per day.
Late adopter
Confession time: I’m a very late adopter. I viewed social networking as intellectually base and the preserve of the “its gr8 m8” generation.
I viewed this sort of thing as an Orwellian prophecy so horrifically brought to life that I also thought the construction of the Shard was the Ministry of Truth and part of a new social order.
However, my personal road to Damascus was from a very simple source — a band. Interpol, to be precise, who I saw at Brixton Academy in December 2010.
I wanted to hear more about them, so when I got home I joined Twitter and started to receive information about when they were next in the UK, future albums, YouTube, etc.
That was just the start, and the way in which this particular penny dropped opened my mind to what was really going on — this is where we all have the possibility to connect, across continents, time zones, oceans, and creeds. There are no longer any communication boundaries. This is really the future mapped out and this is where we properly connect.
Speaking as a former cynic, I initially thought Twitter just sounded frivolous, jokey even — not really something substantial, almost a game.
What it means to your fire business
I’ve since realized it’s anything but. I suppose I should view it as a threat to my exhibition livelihood, being new media versus old etc., but it’s actually a brilliant compliment to the real-life social networking a trade show fundamentally represents.
In such an environment, Twitter effortlessly comes into its own.
What other medium would let you instantly contact your customers in one place where they’re visiting and interacting in a focused and themed environment? You can’t possibly phone them all, but if they’re following you and they’re visiting FIREX or IFSEC you can draw them onto your stand.
Even better arrange a social meeting — a tweet up, in technical terms — where they can meet each other maybe for the first time. Once again it’s all about like-minded people bonding over similar interests, so imagine if it was your company bringing new friends together all with a shared interest in you?
What I’m getting at is that I was misguided in dismissing Twitter as a medium.
Commercially, it’s not a website, and it’s not really meant to be. But from a communications point of view, it’s unparalleled.
Not only can you promote your company 24/7, but you can achieve real contact with your customers across the world. You don’t even have to have anything deeply profound to say, just make sure you’re communicating, reminding them why you’re so important to them, and creating a regular flow of dialogue.
If you’re a user of trade shows, it needs to be a major part of your thinking as there’s a strong chance you’ll have customers and potential customers present who will come and see you. Twitter gives you the power to connect with them and bring them all together in one place. Marvelous!
I’ll let you know when I get around to Facebook. One thing at a time.
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Great post Gerry! Can only concur with all that you say here. My business life introduction to Twitter came at IFSEC back in 2008 when I attended the press conference that would realise the formation and launch of the ONVIF movement by Axis, Bosch and Sony. This news was on our site – the (then) newly-launched Info4Security.com – within seconds of the announcement being made. Twitter can also be used as an ‘added service’ to your cohort. For example, I normally spend the first hour of the day checking out the major websites and, if there’s anything of interest to my followers that… Read more »
Matthew Tod is the co-founder of data analytics business Logan Tod which was acquired by PwC in 2012. He now heads up the UK Digital Intelligence Team and has written a very interesting take on social media in the business realm
http://www.pwc.co.uk/ceo-survey/social-media-the-cult-and-culture-of-transparency.jhtml
Yes that is interesting stuff indeed Gerry. Thanks for that. A bit of a late adaptor myself but better late than never they say. What is your Twitter Handle?
thanks K Johnstone- it’s @gerry_dunphy particularly useful if you’re planning a couple of days at FIREX this year. IFSEC is on as well.
Cheers
many thanks Brian- it is imperative of course to act in a responsible way on social media, particularly in life safety and security sectors.
As with all things digital it is very much an outstandingly brave new world and requires a measured approach on occasion. However the potential it has in B2B media is exceptional and in exhibitions and conferencing it is a very powerful and tangible medium. Just wish more and more companies would realise this!!
We’re always a bit more cautious about everything in B2B aren’t we? Definitely about time we all got on board. Just because its online doesn’t mean you have to be controversial. As you set out here it’s all about building bridges and connections – not just flaming other people (daily mail comments section anyone?). Good to see that you’re getting on with twitter – as I see also is your show @firexintl great stuff.
(Of course as the ifsecglobal global community manager I have a biased leaning towards digital!)
Twitter is also extremely useful/helpful when it comes to keeping up-to-date with those business sectors/aspects of daily life that impinge on your business sector. For example, I follow many policing, political and economic sites as well as the key Government departments (including the Home Office and the Department for Business, Innovation and Skills). Re-Tweeting messages from such organisations to your own contact network is an added value service.
Twitter is such a powerful tool in the right hands. I see and hear so many companies doing it wrong though. They seem to think its a place to tell people what you’re doing. Its not, people seem to think that they have to queue up a whole bunch of tweets that just send throughout the day and therefore their twitter campaign is doing well. I would never follow an account like this. Twitter is a place to talk, debate etc. You are supposed to interact and put good content on it regardless if that content is even relevant to… Read more »
I don’t disagree with Tom Welland’s comments BUT I would say that it isn’t about just putting up anything whether it’s relevant to the business or not. I personally don’t want to read inane drivel about stuff that’s not relevant to the person or company I’m following. That will get you unfollowed pretty quickly. Make it informative and interesting. Don’t just sell sell sell via Twitter (or any other social media). Show your personality. Give those following you something that they won’t get elsewhere (exclusive content, behind the scenes etc.). But most of all… listen to what people are saying… Read more »
Well said FIA Marketer! I should have clarified it has to have some kind of interest! It all depends on your business but if everyone on twitter is talking about the olympics for example and you carry on plugging away with fire you are going to get ignored. Go with the flow, engage your audience and the people you follow. Forge relationships.