Twitter: Podium or Network
Twitter is a communications chameleon when used as a form of social media content marketing to achieve corporate goals. It allows marketers to create content in 140 characters, to distribute their message in a variety of formats including advertising, and to engage in conversation through Twitter exchanges. As with any social media platform, the context in which the content is viewed has an impact on the message. When using social media to enhance corporate communications, understand that information exchanges can occur in three different directions: one-to-many, one-to-one and many-to-many.
Twitter: Podium or Network
For a corporate executive or marketer deciding to use Twitter as a platform to enhance a communications strategy, the question often arises whether Twitter is a podium for product or executive positioning or a network to build relationships with prospects, customers and fans. Here’s a chart to help visualize these options.
©2011 Heidi Cohen – All rights reserved
Twitter can be both a podium for building your firm’s thought leadership and a network for enhancing your customer relationships. One area where these two approaches differ is in your corporation’s approach to those participants you follow. Using Twitter as a one-to-many broadcast and advertising platform, like traditional media, can be a turnoff for many Twitter followers who will unfollow you. (Bear in mind the unspoken rule of one promotional message for every ten messages about other people. Remember: with social media, it’s about your audience.)
Whether you use Twitter as a podium or a network, how you position and brand your organization is important. To this end, understand Twitter’s language and rules of engagement. Further, like any marketing strategy, set goals that are in line with your corporate objectives and related metrics to assess your success.
Are there any other elements that you’d add to this assessment? If so, what are they? Do you think that Twitter is a corporate podium or network? If so, why do you think so?
P.S. Here are the related charts in case you missed them:
Here are related articles on Twitter that can give you a better context for understanding the platform.
- Do You Need a Twitter Strategy If Only 6% of Adults Use It? [Research]
- How to be a Twitter Chat Champion
- Tweet My Conference
- How to Create a Twitter Strategy
- How to Create Twitter Bait
- To Tweet or Not to Tweet – 10 Twitter marketing tips
- How to get your Twitter Mojo
- Twitter Auto DM=Social Media #Fail
A tip of my hat to #UsGuys Blog Up. This week’s topic was Twitter: Podium versus Network. To follow the conversation on Twitter use either #UsGuys or #UsBlogs. To see how my #UsGuys colleagues approached the topic, here’s a list of their posts. Please sample them.
- Twitter: Network or Podium by Todd Jordan. @Tojosan
- Twitter: Network vs. Podium by Sam Fiorella. @Samfiorella
- Twitter: Podium vs. Network by Heather A. Taylor. @heatherAtaylor
- Twitter: Social Network, Podium… or Billboard? by Mark Babbit. @Youternmark
- Save 140: Just say NO! To Deck.Ly by Tom Moradpour. @TomMoradpour
- Podium or Network? Twitter Really Is An MMORPG by Tom Moradpour. @TomMoradpour
- Mad As Hell Podium Or Network by Kenny Rose. @Grit08
- Social Media: The Podium, The Network And More by Paul Biedermann. @PaulBiedermann
- Twitter: Podium or Network by Sean McGinnis. @SeanMcGinnis
- I Have A Tweet by Patrick Prothe. @pprothe
- #usguys on Twitter: A Newbie’s Perspective by Libby Baker Sweiger. @libbytalks
- #usguys And Twitter: We’re A Network Not A Podium by Jackie Coughlan.@jackinessity
- Is Twitter A Virtual Soap Box Or Town Hall? by Karen E. Lund. @Karen5Lund
- Are You Wearing a Shinny White Suit by Freddie Winkler. @LeFreddie
- Twitter: Podium or Network by Rabab Khan. @RababKhan
Photo credit: Walknboston via Flickr