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This Just In…
To tweet or not to tweet: How and when to use Twitter in PR efforts
June 30, 2008
Copyright © 2008 PRSA. All rights reserved.
By Geno Church
The following article appears in the July 2008 issue of PR Tactics.
Have you “tweeted” today? No, I’m not talking about native bird calls, but rather a social media application making noise in the communications world: Twitter.
Created in 2006 by Jack Dorsey and Obvious, a creative shop in San Francisco, Twitter is a currently free service that asks and then answers the question, “What are you doing?” In 140 characters or less, users can tell followers — friends, colleagues, fans, supporters or anyone else who’s been authorized to view the updates — what they’re doing, their thoughts and life outlooks, or anything else they feel like sharing.
Already, Twitter has proven a powerful tool. It was one of the first communication methods to report scenes from the natural disasters in Myanmar and China in May, and the Red Cross has used it to keep people updated on relief efforts and needs. Political candidates are using it to keep supporters up to date on the campaign. In April, American journalism graduate student James Buck sent a one-word message, “Arrested,” to let friends in the United States know he’d been detained at an Egyptian anti-war protest. His subsequent posts helped his colleagues hire a lawyer on his behalf.
Think of it like instant messaging for the masses. Whereas IM is based on one-on-one communication, Twitter lets users update and engage in conversation — albeit in brief, short phrases — with their followers. Some users have more than 1,000 followers; others may choose to communicate with a select few friends.
Messages are called “tweets,” and already there’s a cottage industry and new vernacular springing up around Twitter, with applications designed to maximize the experience. Users can post pictures and video links to share. Updates are posted not only through Twitter’s Web site, but also through text messaging, instant message and mobile Web applications. Users can post no matter where they are in the world, making it one of the fastest communication vehicles available.
People and organizations are already taking advantage of Twitter’s instant access technology. Instead of waiting until they get home, Twitterers can post instant opinions about a flick as soon as the credits roll. (Or, for the real spoilers, they can post updates for followers during the film.) At conferences, people can update followers with key messages and highlights in real time, streaming posts. There’s no need to wait until the person returns to the office to hear what they learned at an event.
Twitter and public relations
So what does Twitter mean for public relations? As with many other social media applications available today, Twitter is a conversation tool that allows organizations and customers to talk openly, directly and quickly. Twitter is similar to blogs in that regard, but the real time, 140-characters-or-less updates force users to be concise.
Media outlets use Twitter too. CNN’s iReport asks followers to post information about breaking news through the CNN Web site and Twitter. In this 24/7 news environment, the faster the news comes, the better.
Some editors post tweets to followers looking for story and column ideas. Since many journalists lament the perceived long-winded writing style of public relations, Twitter forces responses to be short and to the point. Will Twitter change the way media and PR people converse? Time will show whether everyone will start sending pitches in 140-character spurts.
Organizations can use Twitter to provide instant access to company news. For instance, Sen. Barack Obama, Democratic presidential candidate, regularly updates Twitter about his travel. You can know Obama has left a picnic and is headed toward a fund-raiser. It’s just another way supporters can connect with the candidate.
Another word-of-mouth marketing tool
Admittedly, Twitter use is still in the early stages. With approximately 1 million users as of May, Twitter is in its infancy compared to other old school social media applications such as blogs or Facebook. No one is a Twitter expert — yet. How and when to use it is still debatable. Some use it as a mini-blog; some update their whereabouts minute-by-minute. Some post breaking news and others pose questions for follower feedback.
For PR practitioners, it’s important to understand what Twitter is and think about whether it’s a fit for a brand’s marketing strategy. Used effectively, Twitter is another word-of-mouth marketing tool that engages users in open communication.
From a media relations standpoint, Twitter is a way PR practitioners can engage with the increasing number of journalists participating. A word of warning, though: Just as when pitching any media, from traditional outlets to bloggers, PR practitioners should think before they tweet, or run the risk of being blocked from a journalist’s follower list. Twitter can and should enhance relationships, not serve as another tool to spam media outlets.
In the consumer-driven marketing landscape in which we now operate, Twitter is yet another way for organizations to converse openly with their audience. But just as blogs are not a fit for every organization, Twitter may not make sense as a marketing tactic either. For those companies looking for a new way to engage brand evangelists, Twitter may just be the communication tool for them. As PR counsel, it’s your job to help guide those decisions.
Geno Church is the word-of-mouth guru for Brains on Fire, an identity agency based in Greenville, S.C. Follow him on Twitter @genochurch or www.brainsonfire.com/blog.
An array of Twitter-related terminology:
- Twitterer: A user of Twitter.
- Twittering: To send a Twitter message.
- Twittermob: An unruly and ragtag horde of people who descend on an ill-prepared location after a provocative Twitter message.
- Twittercal mass: A community that has achieved a critical mass of twitterers.
- Twittermaps: A mashup technology that lets Twitter users find each other using Google maps.
- Twitterpated: To be overwhelmed with Twitter messages.
- Twitterrhea: The act of sending too many Twitter messages.
— Terms were gleaned from the San Francisco Chronicle
Comments
Tiffany Winbush says:
Great insight into Twitter. I became a Twitter user two months ago and I've enjoyed the interaction I've had with my followers so far. As a PR professional, Twitter has given me an opportunity to see what journalist are working on and provide my input if needed.
Nancy Syzdek, APR says:
Twitter is just the tip of the iceberg. With other microblogging services like Plurk quickly stealing Tweets away, PR folks should be in a prime position to engage in meaningful conversations directly with their target audiences. Whether you're looking for feedback or pitching them, though, it's important to be honest, disclose who you are, and be prepared for the "PR hack" backlash that you'll inevitably get. Stick with it, though, and prove the value of our industry and our ethics through example.
@mattceni says:
Nice take on twitter. I recently just blogged about difference between "behavior vs. tools" and using social media observe what a journalist, a client or an industry is looking for and who they are. Participating in these communities, not just using them as a tool is key. http://tinyurl.com/5uy2tp
Rob McNealy says:
Great post. I recently wrote another article about Twitter use in Colorado Biz Magazine here: http://snipurl.com/twitter-meetup
Dan Keeney, APR says:
As others have alluded to, I've found that one of the best uses of Twitter is a pulse-check and early warning mechanism. Type your company or client's name or product into www.summize.com to get a real-time look at what people are Tweeting. Comcast (@comcastcares) is using it to address customer service problems. It is a great way to intervene early and impress influencers. I have no interests in Summize, Comcast or Twitter, btw.
Sylvia Burgos Toftness says:
Good post on Twitter. Thanks.
Annamarie DeCarlo says:
"In this 24/7 news environment, the faster the news comes, the better." May I add: as long as it's fact-checked and verified. It's difficult, if not impossible, to "retrieve" or repair incorrect information when people are in a hurry to be "the first." That CNN asks followers to post information about breaking news through the CNN Web site and Twitter sets my radar off. Who is minding the store to assure the information is correct?
Nathan Kam says:
I (@golfnutn8) have found Twitter to be extremely useful in the everyday practice of public relations. It's generated story placements and I've found sources for reporters through this medium. I'm a huge fan and advocate for social media in all PR plans/program and really believe this is the future of communications.
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