Inherent Twitter Value
The value of Twitter as a social media has been proven within commerce for promotion, brand-building, message reinforcement, and a host of other very effective means to owning consumer mind share. Twitter has had a global appeal and has transcended niche industry or application. The value it adds are nearly unmatched. However, the irony of this is, any attempt to recapture this value necessarily destroys it.
Imagine for a moment that your organization has opened an additional location in an underserved market. Now, these that are in your newly underserved market are seeking your services at this very moment. What is this worth to you? What would you have paid for real-time, immediately seeking, prospective consumers of your newly serving location? To many, it is worth a great deal. In commerce, an almost surreal opportunity worth the price of any CRM or marketing services at most any price–an untainted and unfettered prospective lead seeking you at this very moment.
Twitter delivers this exact value inherent to its daily function. Using any number of tools, you can mine Twitter for a stream of these untainted and unfettered prospective leads. Its easy to think, if a prospective lead in your new location is thinking about it, they are likely tweeting about it as well. Their tweeting is an invitation to talk about what they have posted (*Please do not over read this. An invitation to talk about or to what they have posted still has limitations).
So, it is widely accepted that Twitter has three inherent values:
- Twitter is a disinterested party.
- The Twitter population lacks meaningful sampling bias.
- The Twitter population is large and growing rapidly.
Unfortunately, any attempt to recapture Twitter’s value destroys these same factors that create value. Remember, it is relationship that for us in church is *real value. What in your Tweetery habits shows that you are chasing hearts, not the inherent values of Twitter alone?
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Posted on January 25th, 2009, by Mark Newton