Why Twitter?

Are you on Twitter? Like most people, you've probably looked at the social messaging utility, which allows you to tell the world what you’re doing in 140 characters or less, and thought, why? How on earth could one find value reading about what someone ate for breakfast or what color socks they’re wearing?

Yet, many well-known brands have jumped on the Twitter bandwagon to hear what their most vocal supporters and detractors have to say. Why? Twitter is a bellwether that presages social media (and other) mishaps long before the general public hears about them. Take the recent Motrin Moms example. When Motrin launched a new ad targeting new moms for their Ibuprofen painkiller, they highlighted the drug’s efficacy fighting the head, neck and back pain associated with carrying a baby in a sling, wrap or “Schwing”. Angry moms flooded Twitter with messages denouncing the ad, clearly offended by its tone and inference that baby-carrying devices cause pain. How did Motrin respond? By pulling down the ad and issuing a public apology on their home page.

While the Twitter community is relatively small, it is incredibly powerful. Consider this: in April 2008, James Buck, a graduate journalism student at UC Berkeley was arrested in Egypt along with his translator for photographing an anti-government protest. While under arrest, Buck “tweeted” update messages to his followers who rallied support and ultimately informed the college, which hired a lawyer for the student. Buck was released the next day.

I’m not suggesting that you run out and join Twitter. But you should recognize it as a viable social media channel, one that is drawing a great deal of attention from consumers and brands alike. And, you should know who of your clients are represented.

If you are already on Twitter, please post your Twitter handle in the comments. Mine is @michellebb. Look forward to seeing you there…in 140 characters or less.