TIC's Picks: Making Twitter Useful For Business
from the can-it-be-done? dept
Challenge: Techdirt Insight Community (TIC) recently helped a consumer packaged goods company explore useful business applications for Twitter. The company saw potential in Twitter and didn't want to be left behind, but wasn't sure how it could actually make Twitter useful.
Summary Findings Highlights: TIC found consensus around three key ways that such a company could use Twitter for business: consumer promotions, market research and informal business communications.
- Promotions/Marketing: An obvious temptation for consumer brands, yet TIC experts warn the company that surreptitious marketing or overly aggressive marketing will backfire badly. Well-defined and executed Twitter-based coupon campaigns could be an effective early test. The community outlined examples of types of campaigns that could make sense.
TIC's Pick: Tread very, very lightly.
- Market Research & Analysis: A second axis of TIC attention was the opportunity to poll the Twitter community to see how people were responding to the company's product in the marketplace. The TIC consensus is that it is quite early in Twitter's development and adoption to pursue this and the tools aren't yet robust enough.
TIC's Pick: Expense probably outweighs the value, though it is a potential use worth revisiting in the future.
- Communications: Some of the most interesting and creative TIC insights were about how a company could make use of Twitter as a quick and easy communications tool between suppliers, partners and retailers. While it clearly will not (and should not) replace a comprehensive supply chain system, it could be useful for quick status communications that don't make sense in traditional system. There are also opportunities to use Twitter to build better internal communications internally among employees to foster a better working environment. The community outlined some specific suggestions on how to experiment with this type of usage.
TIC's Pick: Worth exploring.