Twitter is More than 140 Characters

One of my association management colleagues recently posted a blog titled "Why I'm Deleting My Twitter Account." The author is one of the most thoughtful and deep thinkers in our industry so his post makes one pause ... especially since I may have been the colleague that suggested he join Twitter.

His post said: "Intuitively I couldn’t quite accept that much of anything could be communicated in 140 characters unless a deep context already existed between the communicating parties. If other means of online communications didn’t exist (e.g., email, group lists, blogs, SNSs, etc.), then there might be some value to it; but I couldn’t see the there, there."

Strategy Comes First
Clearly, strategy and goals comes before determining which Social Media platform to use. Too many individuals and organizations jump into social media without first clarifying strategy or goals. After establishing strategies, Twitter may not be for everyone.

In DrakeCo's strategies, we use Twitter for (a) branding of our AMC, (b) building awareness for our AMC and some of our clients; (c) monitoring (in real time) what is being said about our company, our clients and/or the industries/professions they serve and (d) fund-raising for some of our 501(c)(3) clients. I’ll share our strategy in a post next week.

Twitter is not about the 140 character limit on Tweets but rests on the content of the URLs attached within the tweet. These lead me to blogs, newspaper articles, Web sites and other sources of content I find extremely valuable for my areas of interest. The content coming to me via Twitter is so valuable that I find myself "unsubscribing" to previous information sources I had used to keep updated on my interest areas.

Sharing Important part of Tweeting
To avoid being a “One Tweet Wonder,” you need to recognize the benefits of Twitter -- like being involved in an association -- come from being engaged and from sharing ... it is give to get.
While social media offers a content delivery platform similar to newsletters, Web sites, Webinars and conferences, it is more than just a delivery platform. Social media, unlike traditional delivery media, serves as a community building catalyst that goes far beyond traditional media.

Twitter Increases Your Network
I'm struggling with the author's statement that "I couldn’t quite accept that much of anything could be communicated in 140 characters unless a deep context already existed between the communicating parties."

This is not my experience with Twitter. In fact, Twitter has greatly expanded my network of colleagues to those who I have not met previously in my association circles. And, over the last 10 months, I have developed a "deep context" with them by sharing content through our mutual Tweets. I've even met some face-to-face. For example, during a business trip to the Boston area, I made it a point to meet one of my cause marketing "Twitter buddies." While in Toronto for the ASAE meetings, about 10 of us used Twitter to “organize” an informal dinner.

Building Community
A local newspaper reporter here may have said it best this weekend: “Twitter lends itself to forming communities of people with a common interest.” Here are some of my Twitter-found colleagues in my communities of common interest …
If I want to connect about cause marketing, I know to look for Tweets from @joewaters; @koodooz; @davecause; @kidsareheroes; @kaboomplay; @MakeAWishAZ; @brokers4charity; @majastevanovich; @casefoundation; @scottyhendo; @CharityGiving; @BelieveKids and more.

If I want to link with the agricultural community (for a number of our clients), I follow @agriblogger; @CCImarketing; @shortliner; @mpaynknoper; @farmanddairy; @agrimarketing; @andyvance; @AFBFmace; @followfarmer;

If I want to engage in a dialog about the association community, I know to engage with @maddiegrant; @jamienotter; @lindydeyer; @deirdrereid; @pinnovation; @brianjohnriggs; @PaulRJones; @rjleaman and others.

If I'm seeking updates about trends. technology or social media, I check in with @trendtracker; @johnhaydon; @joePulizzi; @scottmckain; @tomshay; @ikepigott; @JeffHurt; @BillHurlbut; @GrantGriffiths; @JuliaAngwin; @scottyhendo and more

Yes, as with e-mail, phone calls or personal visits, Twitter requires time management skills.

Twitter Builds Business
In a twist of irony, the Google News Alert announcing this “Goodbye Twitter” blog arrived the same morning as this e-mail to me:

"I hope you are well. I was referred to you by Deirdre Reid. My company is passionate about supporting the troops and we are social media savvy. Deidre suggest there may be a way we can help with this project?"

The irony comes because I met Deirdre through Twitter. I never knew her before even though both of us work in association management. And, it is further ironic because this marketing director discovered our Trees for Troops program on Deirdre's Facebook page talking about our program ... which I shared with her on a Twitter post (yes, that little 140-characters ... with a URL attachment).

I'm not sure of the future of Twitter. I've heard some say that Twitter could be replaced but that Tweeting won't be.

I only know that for me and our clients, Twitter is providing a valuable service. Thus, we continue to invest time into Twitter along with other Social Media platforms that serve as strategic tools to meet the objectives of our clients.

I’ll share how in next week’s post.

Steve