A. Mark Shaw writes:

A problem with Twitter is that there’s a perception it is used by celebrities to pass on bits of banal information. This, to a certain extent, is perpetuated by the media. However, when managed properly, Twitter can be a great add-on to other marketing activities. The key benefit of Twitter is what I call the ‘four Rs’: the ability to search for real people, talking about real stuff, right now and in real time. Go to http://search.twitter.com and add some of your keyphrases and keywords. You can then start to find conversations. The idea is to help, educate and guide people – not sell. So, let’s imagine that you sold espresso machines. You’d search under ‘espresso machines’. Every now and then, you may find a relevant result where a person may have tweeted: “Fed up buying espresso, I’m going to buy my own machine”.

Now, many people would instantly try and sell to that person, but that is the wrong approach. I’d suggest that you write a guide on your website: ‘Top 10 questions to ask before buying an espresso machine’. Then you can tweet about it and relevant Twitter users may find it useful. In this way you are seen as being helpful, supportive and adding value. The guide is on your website, so it helps drive traffic to it. Visitors to your site can read the guide and if they want they can check out what machines you have for sale.

So, Twitter is an amazing add-on to other marketing activities. But it does take commitment to ensure you’re making a consistent showing. It’s also important to use Twitter to engage and listen to people. Twitter is a communication channel, not a broadcast station. Results will not be fast, much like other forms of networking. However, it’s a great way to get people to know, like and trust you – and to then refer or advocate.

Mark Shaw is an expert on the use of Twitter for business. He also offers consultancy services on best practice use of the social media platform. www.markshaw.biz