This is the question a lot of marketing directors are asking themselves these days. Twitter allows to "blog" short messages (less than 140 characters), to let people know what you are doing, at the moment you are doing it. There are loads of reasons to love Twitter, but a company should carefully evaluate its objectives before facing this brave new world.
Here are 4 cases when you should NOT use Twitter to promote your company:
- If you want to use Twitter like an RSS feed. The tweet itself has to say something. It cannot just be a teaser.
- If you are not able to answer to incoming tweets. If you want to start a monologue without any dialogue, your clients interest will shorten as fast as the credit crunch.
- If you need your legal department to validate every tweet. Twitter is the kingdom of the snap, of the ephemeral...
- If you think that having thousands of "followers" is the goal. What is really important is the quality of the relationship you can create with your clients. If the noise you generate is not manageable, it will not be usable, and it will just result in a loss of time.