No one thinks they’re going to become a crack addict. And no one likes to think they’ll become a one trick pony, yet you see it everyday on Twitter (“Crack Pipe” image by TedsBlog).
As a communicator, it’s never a good idea to over-rely on one tactic. Then why do we, as an industry seem to over-rely on 140 characters? Whether it’s paying $500-$1000 for a Twitter-only marketing conference, setting up Twitter-only consultancies, or touting follower counts as meaningful real results, we’re addicted to Twitter.
Don’t get me wrong. Twitter is a powerful tool that I use myself every business day. Shel Israel, author of Twitterville, is one of our two keynotes for BlogPotomac on October 23.
At the same time, it’s not a panacea for social media communications. In fact, if you are not using an integrated approach in your communications strategy you’ve ruined your organization’s ability to deploy the most successful campaign possible. From social networks to email, the online experience and, really, all communications, need to be holistically integrated.
The reality of online word of mouth is that Twitter remains just one of many tools necessary to discuss and share information. Experienced social media brands and practitioners learn this quickly (see Whole Foods case study), and utilize several social networks and tools to interact with their communities.
From a career standpoint, it’s never good to be limited to a tactic, particularly one as narrow as Twitter. In the advertising world, it’s the equivalent of writing classified ads only, or in PR, being the analyst relations specialist. As a hiring manager, I would find a Twitter-centric social media candidate to be wanting. And traditionally in mature markets, tactically limited pros tend to get lower salaries.
Just some thought for consideration. Which do you want to be perceived as: Twitter expert or communicator?
I want to be an expert communicator!
The more you work with larger clients? The less you work with Twitter. That’s been my experience. Often it doesn’t translate well because the customers aren’t there to interact with (and if they are…they are definite anomalies).
Integrated and comprehensive are still the way to go. Twitter does act as one hell of a gateway drug though.
I think the point is to tell people, not just that “I GET Twitter” But that We all know the world over social media, web 3.0, the social web (whatever overused cliche term you prefer) is fast evolving, and that we will make it our business to learn about ALL the new tools, services, platforms…etc. as they emerge. Twitter is the (SH)IT Thing Right Now, yes, so endeavoring to learn how to effectively employ it, and proclaiming such a knowledge, serves a dual role – namely, showcasing one’s understanding of Twitter as a tool or vehicle, and conveying the recognition that Twitter may be popular today, but that we’ll be ready and waiting to learn everything there is about all the new and emerging services that could potentially usurp twitter, as the social media zeitgeist.
Certainly, the “Eggs In One Basket” Concept Stands. But From My POV, trying to position myself as someone who understands the nuances of twitter, proper etiquette, practices, and tactics that work for the platform, as someone who makes it my business to learn from the successes and failures of others who’ve operated in this realm, Says I’ll do this for every similar platform, existing, and future.
That’s my goal anyway
I’d imagine the people who think Twitter is the end all, be all are similar to the traditional PR people who thought media clips were the sole purpose of public relations. Just as the “clip, clip, clip” mentality didn’t (and still doesn’t) serve clients well, the “all-Twitter, all the time” mindset doesn’t work either. For communication to be effective, integration of online and offline strategies and tactics is critical. And that doesn’t mean Twitter and press releases. :)
Heather (@prtini)
I’m relishing the irony of all the Twitter comments on this post. :)
Including a link to my site allows people to assume that I am over-relying on Twitter (or is an indication that’s what you assume about me). I suppose you could think that, since I do use Twitter a lot for marketing. Here’s the question I’d like us to think about: why would we continually do this unless it was effective?
Twitter is not some failed social media experiment for me, nor is it a failed experiment for many single person and small businesses. It would be one thing if this phenomenon were happening against all reason, but Twitter works.
Of course, crack “works” too, or nobody would be using it. :)
Thanks for raising a good question.
Michael: Even in my own post, I acknowledge that Twitter is needed and that it’s a powerful tactic, it’s just not a panacea. When you make it the only tool in your effort, you have capped your effectiveness. Having worked on several national campaigns, Twitter has been a limiting tool, not an all encompassing one.