WHY COMPANIES SHOULD GET ON THE MICROBLOGGING BANDWAGON

The rules of the game have changed.  The general public is no longer satisfied with one-way communication.  The traditional tools public relations professionals used to get their message across:  special events, media relations, community outreach, article placement, CEO positioning in strategic media, newsletters to clients, informational seminars, and crisis communications aren’t enough anymore.

Successful companies understand that effective communications is a two way street.  Consumers have become more demanding…they want to have a conversation with companies, in real time, about problems (or praises!) concerning a product, service, or their buying experience. This means that public relations practitioners (and companies that do not have a dedicated PR professional) need to actively pursue online relationships with their customers as well as implementing traditional PR initiatives in order to maintain a positive relationship with their target markets.

Microblogging provides a valuable platform to interact with customers in a very direct, one-on-one way.   Microblogging is a very short blog comprised of a brief message…usually no more than 140 characters.  These microblog posts can be posted for public view on a website, or distributed for private view to a list of subscribers.  The option also exists to post both publically and privately.  Individuals that subscribe to a microblog can also request that updates be delivered in real time to them. 

This technology makes a customer feel more personally connected with a company, which enables the company to build a deeper relationship with their customers.   Because buying decisions are made on an emotional level first, then justified on an intellectual level, doesn’t it make sense that a consumer will purchase a product from a company that he feels he has a relationship with?

In addition to building a positive, one-on-one relationship with consumers, microblogging enables an organization to send updates to its audience frequently throughout the day, if necessary.  This is a HUGE advantage, for example, during a crisis such as a natural disaster or other emergency situation. In  addition, microblogging allows a company to be informed about what customers are saying, enabling corporate executives to react the instant a potential problem arises…thus preventing small issues from becoming large problems.

Twitter is the most popular microblog out there…There are others, such as Pownce, Plurk and Jaiku.  It is well worth the time to investigate which platform is best suited to meet your company’s needs.

Even though the idea of social networking may be intimidating, it is here to stay.  Think about all of the advantages social media, including microblogging, bring to your business.  It enables your organization to build a network of communication, and a relationship, with your consumers.  Mastering social media isn’t just for the PR practitioner or communications team.  It is the customer service vehicle of the future, and forward thinking companies will embrace this new technology, propelling them on to increased success. 

---Emily Foshee

   November 2008

Emily Foshee is a freelance copywriter with more than 20 years of corporate communications experience.  She has worked with numerous Fortune 500 corporations including Centex, Sprint, and Pizza Hut