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Twitter Finds a Business Case

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twitter-bird1Twitter reached out to the enterprise market for the first time yesterday with the unveiling of Twitter 101, a web-based guide aimed at helping companies understand how to use the real-time microblogging service, including case studies that show how it can help a company’s business. Twitter has become an increasingly popular way for companies of all sizes — most notably Best Buy (s bby) and Dell (s dell) — to interact with customers and market services and products.

As Liz from NewTeeVee notes on GigaOM Pro (subscription required), “[C]ompanies are starting to figure out how to use Twitter for profit by building their own celebrity using the virality enabled by its publicness.” And as more businesses have started to dip their toes into the Twitter pool, developers have stepped in to help. Some of the best enterprise-focused Twitter applications currently available include:

We’re sure to see many more, as Twitter’s audience continues to grow at a breakneck pace. The site had 21 million unique U.S. visitors in June, according to comScore, making it the third-ranked social networking site. While the release of Twitter 101 isn’t as exciting as, perhaps, the introduction of enterprise subscriptions, the new business-focused web guide shows that the folks over at Twitter HQ are cognizant of the opportunity they have with small businesses and large-scale corporations alike.

12 Responses to “Twitter Finds a Business Case”

  1. It should be noted that the larger companies cited also have dedicated communities, use complex CRM integration options and staff the community operation with some serious thought to their core marketing operations.

    There is a lot more to the success than just using Twitter tools alone.

    For SME’s starting with Twitter tools and a good Web 2.0 site will get you into the game. You still need a strategy to catch what you are going to pitch in a meaningful way to your customers and prospects.

  2. “[C]ompanies are starting to figure out how to use Twitter for profit by building their own celebrity using the virality enabled by its publicness.”

    I am not an English teacher, but that statement is a prime example of awkward sentence composition. If you are expecting people to pay for these Gigaom Pro reports, the least you can do is have them proof-read by a decent editor.


    As Twitter and businesses both realize the value of Twitter, we will see more applications like Cotweet, Local Bunny etc. Another example is (I have no affiliation with Bluetweet). Businesses that have been successful with Twitter (e.g., Zappos, Dell) have demonstrated a deep understanding of social media marketing concepts such as “marketing is a conversation”, “community building” etc. So, while businesses may sign up for business applications of twitter, the buyers need to embrace new marketing concepts and processes.

  4. monica z

    The reference to Best Buy’s (@twelpforce) allegedly ” popular way to interact” (para) overlooks the wide ranging comments about how Best Buy’s use of thousands of store employees to serve as Twitter Ambassadors doesn’t work very well. Certainly not at the scale they require (between what seems like 50% unanswered Tweets, the uneven/chaos of entrusting 1000’s and the diversion of an employees primary function, ie let’s ignore the shoppers, I’ve got Tweets to send)…it’s not a solution for most business users.

    Local Bunny appears good for lower budget operations that is a form of keyword searching to spit out links or predetermined replies, but, it seems as hit/miss as Google searches during their early days. But, it’s got a good price point and seems to serve a specific small business market pretty well. We project many competitors in this area, since it’s based on technology that has been around for years.

    What is fascinating to see, is the emergence of applying artificial intelligence into the equation to create engaging conversation as well as acquire/mine data from users in an entertaining experience, and provide consistent and specific knowledge to the Users with the result of providing them with the value they seek.

    The early tests in this area seem to point the way of having large scale business applications within Twitter that are both interesting and informational.