I was interested to read the document (below) today which comes from the ‘Cabinet office blog’ a guest post by Neil Williamswho is the head of corporate digital channels at the Department of Business, Innovation and Skills (BIS) (also on Twitter). It highlights how the microblogging site
"is a low-barrier to entry, low-risk and low-resource channel relative to other corporate communications overheads like a blog or printed newsletter".
They are definitely using Twitter correctly and have set out a great plan in this blog post which gives a good template for how Government departments should use twitter correctly.
I think this document can be used in any sort of customer service, Social Media, and communicative online strategy for companies where communication with their core markets, or people who they previously couldn’t reach, can now be strategised with the use of Twitter.
I think that Twitter is now being perceived as more than just a channel for celebrities to wax lyrical about matters of idiosyncratic self importance, and is being recognised as a good channel for businesses to not only talk to their customers, users, influencers and advocates in an easy and quick way, but become more human and approachable. It also underlines that this process doesn’t have to be time consuming and has options for great and worthwhile communications with these core important demographics.
The way this report talks about how content should be posted to twitter, how it should be varied, Re-tweetable, human, credible, inclusive etc is a great and very worthwhile approach for any business to think about and strategise before attempting to start their own Twitter channel. Many businesses, and there are a lot that don’t think about this, go in all guns blazing and end up becoming frustrated and giving up altogether having achhieved very little with the time invested.
There are also some very good explanations in the appendix sections, ‘Why is twitter important?’, ‘Who else is using it?’, which I have to say that even I learnt from! It also gives one of the best explanations of the functionality and features of Twitter that I have come across to date and will be useful to any person who is confused or apprehensive by the prospect of starting to use Twitter as part of their marketing strategy.
I think as time goes on we should see more and more people being included in this multifunctional platform and hopefully disperse the current judgment that Twitter is a platform for people to tell you about their routine and often mundane everyday goings on, as these people usually get quite bored and boring to their followers and do not actually achieve what they started out too.