According to Li & Bernoff (2011), “tweeters” are three times as likely to be Creators, more than twice as likely to be Critics, and half as likely to be Joiners compared with typical online consumers, as we can see from the Social Technographic Profile below:
In this chapter, Li and Bernoff talked about the benefits of using Twitter, and how it can be used to serve the five objectives of groundswell. Big companies such as McDonalds, Dunkin Donuts, Starbucks, etc.., uses Twitter to connect with its customers for advertisements purpose, and to ultimately improve its brand.
If you need a refresher on the five objectives of groundswell, you can visit my POST strategy blog. By applying those five objectives, you would be able to use Twitter in order for your organization to be successful in using groundswell.
Twitter is now at the center of a whole ecosystem of interaction, and here are a few elements of that ecosystem:
- Followers – You can follow anyone you want unless that person blocks you
- (#)Hashtags and searches – “Hashtags are simply terms designed to mark a tweet as referring to a topic, and are indiated with a # (the pound or hash sign), such as #superbowl or #FF for Follow Friday (p. 198). This makes it very easy for companies to see who and what is being said by their company by simply searching their companies hashtags
- Mentions and retweets – Mentions and retweets allow the best ideas to spread virally, which, given Twitter’s immediacy, often happens amazingly quickly
- Links – Pretty self-explanatory. Linking is very easy to do because it just copy & paste, and it is usually has a description accompanying what the link is all about to make it easier for audience to see if the link interests them
- Lists – This ability allows you to create lists of people you follow, and these lists can be shared. For example, you can now easily see the tweets from Robert Scoble’s list of the most influential people in technology
- Apps & Tools – Twitter is available on many platforms including desktop, android and apple devices. Since Twitter feeds are open, people can find a huge collection of tools to tap into it for both individual “twitterers” and companies (p. 198).
Li, C., Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies. Boston, MA: Harvard Business School Publishing