Twitter Business Still Up For Grabs - InformationWeek

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Software // Social

Twitter Business Still Up For Grabs

At TwitterCon, most panelists admitted they were trying to find ways to increase brand equity despite not being able to fully rely on Twitter's servers.

If your business is still uncertain on how to adopt and/or capitalize on the success of Twitter, consider yourself in good company.

A gathering on Sunday of enterprises, nonprofits, entertainers, and just plain old attention seekers could not agree to agree on a single best use or practice of Twitter. The 140-character microblog entered into mainstream this year thanks to celebrities like Oprah Winfrey, Ashton Kutcher, and Shaquille O'Neill.

But the future of Twitter may be a flash in the pan, according to researchers at analyst group ThinkTank. Some 44% of people surveyed by ThinkTank believe Twitter has long-term value, while 52% believe it to be just a trend.

At an event in San Francisco known as TwitterCon (hash-tagged as #twtrcon), speakers tried to quell fears of a total Fail Whale. The panels featured insights from well-established corporations such as Virgin America, Comcast, Dell, Carl's Jr., and Cisco, as well as novelty appearances from the rapper M.C. Hammer and the author of Twitterville, Shel Israel. Each speaker tried to define what it means to contribute to Twitter, use Twitter in marketing a brand or idea, or relate successes on Twitter.

"We had a passenger on one of our planes who had not yet gotten his in-flight meal and started to Twitter about it from his seat. Our marketing team saw the post and radioed the plane to help him," related Porter Gale, VP of marketing for Virgin America. "Guest service expectations are becoming a real-time issue and keeping that level of service is, too."

Likewise, Frank Eliason, Comcast's director of digital care, got a vote of confidence from the audience for using Twitter to erase the cable provider's historical reputation for less-than-stellar customer service.

"I have worked with people on Sundays through Twitter and even given out my phone number to customers in the name of better service," Eliason said.

In fact, using Twitter to improve service has been shown to improve not only reputation but sales. According to ThinkTank research, 40% of Twitter users surveyed regularly search for products or services online using Twitter. About 20% of those queried follow at least one product or service. And because of the information gleaned from following a particular brand, 12% in the survey said they're inclined to choose a service or buy a product because of Twitter.

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