The one word that keeps most businesses mystified about Twitter
With every business or thought leader that I have talked to about Twitter, and walked away from saying to myself... "They did not get it..." I have found one word that they all have in common. When I really looked at all of the factors that COULD be standing in the way of a leader grasping the power of Twitter, it boiled down to one word.... Work. For many, many years there has been a misconception within the business community that marketing the business or "spreading the idea" is some "act of the heavens" where as if a campaign is executed, the "consumer gods" will release hords of consumers in the path of the brand/idea champion. This way of thinking is not 100% the fault of the champion, when in fact, in most cases, this is how marketing is sold... "If you let ME or US market your business you will be covered in business..." AND OH YEAH! You might want to provide incredible user experiences, be the biggest fan of your own brand, and make sure people have an emotional stake in your business or idea... The sad part about this however; is that the part from "AND OH YEAH..." on - does not get drilled into the mind of the brand/idea champion. SO when I start talking about really caring about the people you tweet too, and start letting the consumer in on the OTHER side of your business, that part that exudes passion and the other driving forces (besides money) that really makes your brand/idea what it is... I get a hazy look, and I hear the one word that blocks the brand/idea champion from understanding what Twitter is and how it's used. Work. YES!!!! WORK! In todays highly competitive environment, where we are all trying to get our share of the hottest commodity in play "ATTENTION" - we need to also be looking at ways that we can maximize our depth at every touch point, and this takes work. Twitter takes work. Followers do not appear overnight, they do not move on your ideas just because you say so, and they want to feel connected in a very profound way... WORK... BUT I can say this.. If a plan is put in place now, that a following is built over time, with a little sweat equity, the payoff in the long run is huge, VERY HUGE. Closing thoughts: 1. Stop thinking that marketing is a magic trick... It's not.
2. Decide to put some WORK into building a REAL Twitter Following, HECK think "Cult" or "Tribe" - that's the mentality to have
3. Be willing to do whatever it takes to be authentic, and transparent - let the real business come out, THAT is what todays marketplace is looking for... Deliver.
2. Decide to put some WORK into building a REAL Twitter Following, HECK think "Cult" or "Tribe" - that's the mentality to have
3. Be willing to do whatever it takes to be authentic, and transparent - let the real business come out, THAT is what todays marketplace is looking for... Deliver.


