I don't understand why companies spend time on Twitter if they have like 300 or 500 followers. Is it really worth it?
A lot of biz's focus on Twitter followers because it's a simple # that makes you feel good. Unfortunately also largely meaningless for $He makes an interesting point. Twitter is really untested at this point as a business tool, and if you have 100,000 followers but only 0.5% click-through rate, and only 0.5% of those users actually buy something, you're talking about 2.5 sales. Most companies, even big ones, don't have nearly this many followers... and if they do, how much time, effort, or money are they spending to maintain those followers? Has the cost/benefit analysis been done? Is there a return large enough to justify the cost? I do think that using Twitter can be valuable for things such as PR and customer service... but only if done well. I recently had some issues with Comcast, and when I tweeted about it, @ComcastMelissa reached out to me very quickly to try to resolve my issue. Unfortunately, she never responded to my follow-up, and my issue with Comcast has yet to be resolved. The fact that they made something of a half-baked effort to resolve my issue via Twitter, but never followed through, actually leaves me with a worse impression of Comcast than had they not been on Twitter to begin with. I think it's clear that Twitter CAN be an effective business tool, but as with all new technologies, it is important to weigh the costs against the benefits.
Posted by on Sun, 7 Mar 2010