What is Twitter and how can it help my business?

So what exactly is Twitter?

Twitter is a free, real-time information network and micro-blogging service that has changed the way many people communicate. Twitter allows users to send text based updates (commonly known as “tweets”) to the Twitter website via SMS texting, instant messaging, from a computer or through third-party applications. Tweets are limited in size to 140 characters which is just enough for users to give a quick update on what they are doing or what’s on their mind.

Twitter was created by software engineer Jack Dorsey in 2006 and became an incorporated company, Twitter, Inc in May of 2007. Since then it has grown to be an internet phenomenon with over a 100 million registered users.

The concept of Twitter relies on messaging services; this could be a mobile phone, instant messenger applications such as Yahoo Messenger or MSN Messenger, or through specific websites. It allows the user to send messages to anybody and everybody quickly and easily. Twitter asks only one question, “What are you doing?” As long as an answer is 140 characters or less, it is possible for thousands of people to see the answer immediately.

Twitter says of its service: “Twitter is a real-time information network powered by people all around the world that lets you share and discover what’s happening now.”

Whether you want to share information about world news, local events, a sale at your business or what you had for breakfast, you can share it with the world at a click of a button. You can also use Twitter to gather information from your friends, local businesses, favourite celebrities and news sources like the BBC and Reuters.

Twitter users who follow you, can see your tweets on their Twitter homepage, likewise, you can see the tweets of the users you are following, on your Twitter homepage. Twitter makes it possible for you to follow just about anybody you want no matter who they are. From the President of the United States to the girl next door, everybody is equal. Twitter creates a level playing field, nobody gets special treatment or status, and “nobodies” can become “somebody” on Twitter.

Goblin Ridge Limited on Twitter (opens in new window)

How Twitter can help your business

Twitter is a communication platform that helps businesses stay connected with their customers. You can use Twitter to quickly share information with people interested in your business, gather real-time market intelligence and feedback, and build relationships with customers, partners and other people who care about your company, products or service. As an individual user, you can use Twitter to tell a company that you've had a great or disappointing experience with their business, offer product ideas, and learn about great offers.

Twitter can expand the reach of your business by “tweeting” your way into circles of influence far beyond your immediate reach. It can be used to educate your audience, promote a special event, survey market interest in your product, inspire and support others and ultimately build relationships with people in other towns or even countries. Twitter can have the same (if not greater) power as traditional offline networking formats, except there are no limits to how many people can see your message. The opportunities are boundless.

Twitter connects you to your customers right now, in a way that was never before possible. For example, let’s say you own a climbing equipment company. If you run a search on Twitter for your brand, you may find people posting messages about how they plan to use your equipment in Snowdonia, giving you the opportunity to share tips on the best places to climb or great places to eat or find accommodation.

Others may post minor equipment complaints or desired features, providing you with invaluable customer feedback that you can respond to right away or use for future planning. You may have people twitter about serious problems with your equipment, allowing you to offer customer service that can turn around a bad situation.

Listening and engaging leads to happier customers

You don’t have to sell climbing equipment or be a small company to get good results from Twitter. Businesses of all kinds, including major brands, increasingly find that listening and engaging, leads to happier customers, passionate advocates, product improvements, and in many cases more sales.

One of Twitter’s key benefits is that it gives you the opportunity to communicate casually with customers on their terms, creating friendly relationships along the way, difficult for businesses to do in most other mediums.

The conversational nature of Twitter lets you build relationships with customers, partners and other people important to your business. Beyond transactions, Twitter gives your followers direct access to employees and a way to contribute to your company. As marketers say, it shrinks the emotional distance between your company and your customers.