Should You Be on Twitter?

Over the past few weeks, I’ve had a question posed to me more often than ever before: should I be on Twitter?

While most seem to chirp out “Of course! C’mon! It’s fun! Everyone should be on Twitter!!!!” [notice the multiple exclamation points], my first response is generally something along the lines of:

Oh, hell no.

Why?

Because if you don’t know WHY you’re there, you can’t understand why you should stay.

Social media requires a strategy, whether you’re Suzy Sunshine looking to find fellow knitting fans or Bob the Business Owner seeking new customers.

Ask yourself right now: why are YOU on Twitter?

I research, compile and present social media strategies to a wide range of businesses throughout the year and I always enter each research stage with one assumption: this business should NOT be on Twitter. That is, unless I find evidence to the contrary. I don’t want my clients wasting their time with a social medium that is not conducive to their goals and…well…a waste of time. Establishing yourself in the social mediasphere is an investment. As I recently stated in a presentation at Chicks Who Click, you can’t have ROI without the I. If you have the choice between pissing away 15 minutes a day on Twitter and going to get a taco, go get the taco. It’ll at least leave you sated – which 15 minutes a day in the social mediasphere will NEVER, ever do.

Here are five questions to ask yourself if someone tells you that you simply MUST be on Twitter. Please kick them in the shins and then review this list. After all – it’s your time and something you can never get more of.

Question 1: What do you think Twitter is?

If you think it’s something dirty (heh – “twitter”), if you think it’s a waste of time, if you don’t know…get clarification. And here’s the shocker: the answer is different for everyone. What Twitter is to ME isn’t the same thing it is to the awesome folks over at Good Belly. Clarify and then personify.

Question 2: How much time do you have to spend on social media each day?

Social media – and especially Twitter – is SOCIAL. That implies dialogue. Interaction. And in order to interact, you have to get to know people and break the ice a bit. Way too many people treat it like a hit-and-run accident or a one night stand. Relationships are not borne from broadcast headlines and self-indulgent posts. They’re borne from connecting on a personal level with your audience and THAT takes time. It’s the I in ROI – what are you prepared to I?

Question 3: What do you expect to get out of your Twitter account?

New customers? More site traffic? Blog comments? If you don’t know before you begin, take a minute to determine what you envision to be the end result. When you know the answer to this, question 4 will quickly answer itself.

Question 4: Is your target demographic on Twitter?

I recently worked with Doyle Albee at Metzger & Associates on a social media strategy for a high profile, international brand. Our initial thoughts? Twitter? Hell yes! The end result after 5 weeks of research? Hell no. Their target demographic lived in a niche bulletin board system and not on Twitter – and there were other ways to access key bloggers for product coverage. It’s NOT for everyone and we were truly delighted to tell the client: don’t waste your time here – spend it wisely over there.

Question 5: How will Twitter integrate into your other online presences?

Blogs, Facebook Fan Pages, Tumblr accounts, online promotions…How will you integrate Twitter into these efforts as well? No online presence is an island and one needs the support of others to be the most successful possible. If you don’t know about Facebook Fan Pages (also NOT for everybody), check out this killer post from Tamar Weinberg at Techipedia on building a Facebook Fan Page. If you’re working with a social media consultant, PR firm or ad agency who’s telling you that you should be on Twitter and cannot answer that question…shit, I hope you don’t have a contract. Fire ‘em.

And now to you, reader: what other questions should people ask before they dive-in face first into Twitter? Share you comments below and share with your friends so they can add their insights as well!

http://twitter.com/jnoche John Knight

Great article, I like how realistic it is. Not everyone should be on Twitter and the questions outlined really make you think from a personal and business level as to what you want to accomplish before diving in. I have been on Twitter for almost a year, it started of as a work thing to investigate, but I quickly became a fan and have seen personal value by the connections I have made thru it. I also like the honest approach of telling clients not to be on it, I think too many companies and people thing because it is a hot topic you need to be there, not true.
http://www.vongehrconsulting.com/ Erroin Martin

You would be amazed about how many businesses are afraid to listen to their customers.
http://www.vongehrconsulting.com/ Erroin Martin

You would be amazed about how many businesses are afraid to listen to their customers.
http://www.vongehrconsulting.com/ Erroin Martin

You would be amazed about how many businesses are afraid to listen to their customers.
http://www.vongehrconsulting.com/ Erroin Martin

You would be amazed about how many businesses are afraid to listen to their customers.
http://www.redheadwriting.com The Redhead

No, I wouldn't
http://www.redheadwriting.com The Redhead

No, I wouldn't
http://www.redheadwriting.com The Redhead

No, I wouldn't
http://www.redheadwriting.com The Redhead

Thanks for stopping by, John. And you're right – hot topic or not, not everyone needs to be wearing hipster jeans!
http://www.redheadwriting.com The Redhead

Thanks for stopping by, John. And you're right – hot topic or not, not everyone needs to be wearing hipster jeans!
http://www.redheadwriting.com The Redhead

Thanks for stopping by, John. And you're right – hot topic or not, not everyone needs to be wearing hipster jeans!
http://www.victorpanlilio.com Victor Panlilio

Twitter is just the latest toolset for people who understood The Cluetrain Manifesto in 1999. The sad part is, if you get on the wrong train, it doesn't matter how fast you run down the corridor.
http://panlilio.blogspot.com/ Victor Panlilio

Twitter is just the latest toolset for people who understood The Cluetrain Manifesto in 1999. The sad part is, if you get on the wrong train, it doesn't matter how fast you run down the corridor.
http://panlilio.blogspot.com/ Victor Panlilio

Twitter is just the latest toolset for people who understood The Cluetrain Manifesto in 1999. The sad part is, if you get on the wrong train, it doesn't matter how fast you run down the corridor.
Nemra

Yes, nice point! I just started using Twitter for a week as a best news aggregation tool ! There are few sites / authors i like to read, and instead of opening multiple pages to see what they wrote or not in a few days, i just follow them on twitter. May be i will start using it as a communication tool in the future, but i use it now exactly because it gives me a value!
Nemra

Yes, nice point! I just started using Twitter for a week as a best news aggregation tool ! There are few sites / authors i like to read, and instead of opening multiple pages to see what they wrote or not in a few days, i just follow them on twitter. May be i will start using it as a communication tool in the future, but i use it now exactly because it gives me a value!
Nemra

Yes, nice point! I just started using Twitter for a week as a best news aggregation tool ! There are few sites / authors i like to read, and instead of opening multiple pages to see what they wrote or not in a few days, i just follow them on twitter. May be i will start using it as a communication tool in the future, but i use it now exactly because it gives me a value!
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http://speakwellcommunications.com/ Brian Burns

I enjoyed this post, Redhead, and in general, agree with the sentiment that companies are better served to do a thorough evaluation of each tool (such as twitter), rather than just jumping at the hot new thing.

However, I'd also likely caution against a company abandoning a tool like twitter upon a single evaluation of its lack of direct utility, as I find It's often only over time that the value of twitter reveals itself, and its benefits may even be different than first anticipated.
http://speakwellcommunications.com/ Brian Burns

I enjoyed this post, Redhead, and in general, agree with the sentiment that companies are better served to do a thorough evaluation of each tool (such as twitter), rather than just jumping at the hot new thing.

However, I'd also likely caution against a company abandoning a tool like twitter upon a single evaluation of its lack of direct utility, as I find It's often only over time that the value of twitter reveals itself, and its benefits may even be different than first anticipated.
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http://ariwriter.com Ari Herzog

At 10 minutes a week, Twitter may not be the right medicine… but it could, if one is using the feed for broadcasting stuff that came from a blog or from Facebook, and only uses Twitter to reply to messages. Depending on the business, that *could* be 10 minutes a week… though 10 minutes a day is more of an ideal minimum.
http://www.redheadwriting.com The Redhead

Ari, don't kid yourself – 10 minutes A DAY is still crap. It doesn't even come close to putting Twitter in the position of being a medium worth the time investment. for 10 MINUTES a day people are still better off going to get the taco. In my opinion, of course.
http://www.redheadwriting.com The Redhead

Ari, don't kid yourself – 10 minutes A DAY is still crap. It doesn't even come close to putting Twitter in the position of being a medium worth the time investment. for 10 MINUTES a day people are still better off going to get the taco. In my opinion, of course.
ChrisC

I used the same Twitter / Cigarette image in a blog post a few months back on the value of Twitter to journalists. Would love to get your feedback: *link deleted by The Redhead*
http://www.redheadwriting.com The Redhead

Your article is from 2009, thus it was not “a few month back. It was a year. It is a link farm. Every comment is spam. You can take my blog off your spamming list. I've also deleted your link from the above comment. See ya!
Anonymous

As mentioned I’d be digging through your archives. I think Twitter is an interesting animal and it’s useless until you understand how to use it. For BlogcastFM, my podcast we went back and forth on whether or not it needed a facebook fan page. Then I realized our entire target audience is bloggers and they’re all on twitter so a Facebook fan page might be kind of pointless and our efforts should be focused on twitter. I figured most of my facebook friends don’t give a damn about interviews with bloggers since most of them are not bloggers. Anyways, definitely interesting thoughts here.
http://www.redheadwriting.com The Redhead

ZOMG – you’re in my archives! The cool thing I’ve found about my own FB fan page is that it’s a great aggregator. People who aren’t on Twitter can go there for info and to see other content I find interesting. That, and it’s been great fun!
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http://www.facebook.com/chris.gregoire79 Chris Gregoire

I think you’re thinking of Twitter upside-down. I think ALL companies should be on Twitter. They might not all need a Facebook page, or a blog, or anything like that, but they should all have an ear plugged into Twitter.
Here. Read this http://bit.ly/h27ExK You’ll see what I’m talking about.
http://www.redheadwriting.com The Redhead

Wasn’t addressing the “listening” aspect of Twitter in this post, Chris, but yes, it’s a valuable listening tool.
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Alex

I just added a link to this in a post I did about using Twitter! Thanks for the good info, E.
http://www.redheadwriting.com The Redhead

Thanks, Alex! Glad you enjoyed
http://www.peak.bz Greg Polk

I have to admit that I thought we were one of those businesses that shouldn’t bother with Twitter. However, with a little effort and not much of a plan, it’s already starting to payoff even in the B2B environment we live in. Great article, thank you!
http://www.redheadwriting.com The Redhead

Awesome to hear, Greg. Always great to hear that companies are finding success in the social web – keep it moving and keep the conversation going!
http://www.wildinspire.com Scott Wild

Excellent post, Red. When I work with my clients, I teach them that traditional media (radio, print, tv, etc) is about “Getting” attention and social media (web site, blogs, Twitter, Facebook, etc) is about “Giving” attention. I tell them to stop validating themselves and start adding value. You can’t do this if you don’t know your audience and what keeps them up at night (issues, fears, frustrations, etc).

I am really looking forward to digging into your site more. My first visit and I’m already hooked. Keep the good juice coming!
http://www.redheadwriting.com The Redhead

Welcome to the blog, Scott. We have fun and great conversation to boot. And I appreciate your perspective: “Stop validating yourself and start adding value.” I’m stealing that (just so you know).
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http://www.wildinspire.com Scott Wild

Then you would technically be stealing from the guy who stole from the guy who wrote it down for me to steal. It’s a great mindset and really works for my clients.

Looking forward to the great conversations. Game on!
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http://www.CreativesMarketing.com Sheri Bell

Great points, Erika and Sara. Twitter is a great place to engage, but also an effective monitoring tool. I don’t think a company should be on Twitter if they’re not about engagement, even if it’s the perfect place for them to reach their target market(s).