Do businesses Twitter?

Much has been written in marketing circles recently about not just the remarkable growth of Facebook and Twitter but how these are now essential business marketing tools. I have so far  refrained from commenting on either as immediately relevant to the B-2-B marketing space, but two communications received  today are worth noting. A business-to -business forum unhesitatingly claims, "It's time to finally engage social media for all it's worth". Topics include"Integrating social media into your marketing mix", " Developing online communities that increase customer loyalty" and " What will social media do for my business". Meanwhile Engineering & Technology's E&T magazine devoted two pages to Twitter mentioning high profile users such as Barack Obama.  Twitter with its 140 character "tweets" to tell people what you are doing lends itself to headlines and news flashes which seems to be what the New York Times offers and of course the self styled citizen reporters. It also offers a channel for the trivial as well. Described as micro blogging it is more akin to sending SMS messages, but to all your contacts or followers. And here really is the issue - Twitter's "followers" and "Facebook's" friends - who are they  and how do you get them on board? They need to be your customers and prospects in your target audience to be of value.

Both Facebook and Twitter offer potentially useful tools that are in popular use, further channels to communicate information to and receive feedback from your target audience but as with other media their inclusion within the marketing mix should follow marketing principles. Unlike printed publications who offer access to their readership, with social media building the readership of followers and friends is your job. So although the tools are free, the awareness well established it still requires a commitment in time to build the audience, create content and importantly to respond when appropriate.