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5 Reasons Your Company May Never Adopt Twitter

Dean Guadagni | July 5th, 2010
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Twitter is one of the most important direct marketing and sales channels available today. The service is free of charge, attracts a global audience of companies and consumers, produces breaking news, and provides competitive intelligence for brand management. Unfortunately, there remains a disconnect, a devaluation of the network that prevents many organizations, even today, from leveraging the Twitter.
Close-up of a young man in a suit holding a magnifying glass up to his eye
5 Reasons Your Company May Never Adopt Twitter

  • Name Perception: as humans we have a tendency to attach positive or negative value to names. Twitter does not sound like a lead generation, one on one communication tool. Instead, Twitter may suffer from people's perception that it will be a passing fad or useless network.
  • ROI: people who peruse the site come away with the quick impression that it is nothing more than broadcasting, boasting, or innocuous commentary with no rhyme nor reason. They know major brands are participating but they do not see anything more than noise.
  • Preparation: most companies do not prepare to launch their Twitter accounts with the same care they take in preparation to launch a blog. Brands are often guilty of hurrying to create a presence without understanding the strategy they will utilize, the network's capabilities, or the etiquette involved in participating on Twitter.
  • Time: once a company begins to understand the benefits of Twitter, they are faced with the reality of how long Twitter takes to implement and support. It is the reality that Twitter requires consistent time expenditures that often kills adoption.
  • Buy-In: enterprise wide buy-in is necessary for a Twitter strategy to be successful for nearly all companies. In many instances, it's nearly impossible for all departments, levels of management, and decision makers to agree on how this network can benefit the firm. Without solidarity, adoption does not happen.

Where Do They Go From Here?

The key to a company adopting Twitter begins with a thorough research and educational campaign. Without the proper due diligence steps, brands are better off sitting on the sidelines, monitoring consumers, and planning a strategy.

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Posted in Social Media MarketingTagged launch a Twitter account, Twitter adoption, Twitter direct marketing channel, Twitter strategies

About the Author: Dean Guadagni

Dean Guadagni is the Business Director for Inner Architect a direct marketing firm based in the San Francisco Bay Area. Dean's focus is the integration of social media with direct marketing. He is a Twitter, Facebook, and blog consultant in the wine industry.

http://innerarchitect.com

5 thoughts on “5 Reasons Your Company May Never Adopt Twitter”

  1. Search Engenie says:
    July 6, 2010 at 2:19 am

    Your first sentence speaks volumes: “Twitter is one of the most important direct marketing and sales channels available today.”

    No it isn’t. It is a microblog network and was never intended to become a “direct marketing and sales channel”, but washijacked by every online marketeer.

    Facebook has suffered a very similar attack by online businesses.

    Won’t be too long before they both start charging for their services

  2. Kookie says:
    July 6, 2010 at 3:00 am

    That was really a great tips there! I’ve been using twitter for almost 6 months and I’m kinda curious about this marketing stuff in twitter until I stumble here this article gives me an idea about it
    .-= Kookie recently posted: What a day- =-.

  3. Boss says:
    July 6, 2010 at 1:17 pm

    I don’t need the Twitter, it’s only a toy 🙂
    .-= Boss recently posted: Samsung has introduced a new Q-series notebooks =-.

  4. dean guadagni says:
    July 19, 2010 at 10:39 am

    Search Engenie,

    Founder Ev Williams described Twitter’s mission:

    “What we have to do is deliver to people the best and freshest most relevant information possible. We think of Twitter as it’s not a social network, but it’s an information network. It tells people what they care about as it is happening in the world.”

    Concentrate on Ev’s thought “We think of Twitter as it’s not a social network but it’s an information network.”

    Yes Twitter is a micro-blog platform. But what Twitter is depends upon who you are and what you are trying to accomplish.

    We will simply have to agree to disagree on this one! Thanks for commenting!
    .-= dean guadagni recently posted: How to Measure Social Media Lifetime Sales ROI =-.

  5. Andrew @ Blogging Guide says:
    July 23, 2010 at 5:36 am

    Twitter has its advantages with it and you’re correct in saying that one has to study, research or know more about it to understand it better and succeed in using it.
    .-= Andrew @ Blogging Guide recently posted: In Praise Of Spam =-.

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