Twitter: Changing The Conversation
Thursday, October 2, 2008
Adam Broitman

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When did the art of conversation become so challenging? We spend our lives learning and perfecting our ability to successfully communicate with those around us, so why, in a world where communications are supported by more highly advanced technologies than ever before, are some finding it so challenging to create meaningful conversation with consumers?

Learn To Speak the Language

The foundations on which media and communications strategies are built have not changed—the tools however, have. If communications is your career and livelihood, it is your responsibility to spend time engaging in conversations on Twitter in order to learn the language of 140 characters. Paramount to devising a strategy that leverages new media tools is an understanding of the language and culture of the community that uses them. If you were going to create an advertising campaign; or a media channel targeted at the Hispanic market—would you feel equipped to lead this charge with no knowledge of the language and culture? New communications vehicles have created new vernaculars and cultures. While it is challenging to learn a new language and culture, I have yet to meet someone who—dedicated to learning the culture of Twitter—failed.

Twitter is a multifaceted tool and provides potential for a variety segments of the media industry. One under-represented constituent in the Twittersphere is the magazine industry. If you are an executive for, or an editor of a magazine—Twitter is a great way to add a conversational component to your book. Given that Twitter is a presence application, and users can update their status and follow the conversation from their mobile phone, many Twitterer’s will not be in their home when they are engaged in Twitter conversations. It is important to keep this in mind as, when the newest edition of your magazine comes out and you let the Twitter audience know, some consumers may be steps away from a newsstand.

If You Are Lost, Why Not Ask For Directions?

The diversity and camaraderie within online communities is especially prevalent amongst the Twitter community.  A few weeks ago I was tasked with giving a presentation to a client about Twitter. Rather than relying solely on my own ideas about Twitter—I looked to the community for help. Sure enough, the community rallied around and collaborated on this project. The result—over twenty people offered insight about the different ways they like to describe Twitter. It was a self reflexive exercise in the wisdom of crowds.

Remember—Conversations Are Two Way

If you are new to the Twitter community, I strongly recommend spending some time listening to conversations happening on Twitter. A great way to find relevant conversations about is to do a search at search.twitter.com (formerly Summize.com).  Listen to what people are saying and find a transparent, non intrusive way to reach out to them. The person who does the outreach needs to remember, people talk to people—not to brands. With that in mind the outreach needs to be from a representative of your company who fully discloses their role. Great examples of this are Richard at Dell and Frank from Comcast.

Large corporations are beginning to speak the language of the blog, but seem to be struggling with the concept of the microblog.  The disconnect between the world of traditional media and microblogging is certainly understandable—still, it should not be paralyzing.  

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