As businesses are involving with everyday social media activities, there is guidance of commonness…called “best practices.” Some best practice to consider for blogging or tweeting would be to be engaging, set a tone that will allow the company to connect with the audience, and remember to get to the point. Tweets are limited to one hundred-forty (140) characters. There’s no time to ramble. It’s all about getting directly to the point. What is the message your are trying to portray in a short spectrum? One hundred-forty chararacters are limited by this is possible by providing key, catching words. The limitation of 140 characteristics should not pose a problem as our book The Tao of Twitter by Mark W. Schaefer clearly states “Changing Your Life and Business 140 Characters at a Time”.
Keep tweets with real-time matters; it’s irrelevant to discuss something in the past. Time is extremely relevant. If you are using social media as an outlet for communication to your customers, utilize it in real-time. If your office is shutting down due to a circumstance; tweet it as soon as you’re shutting down. Sure some may still be angry, however, by acknowledging and communicating in real time, customers are more likely to get angry. Schaefer notes tweeting should be in the moment and during peak time. Using Twitter to communicate with your customers will provide them with direct insight to the company. Customers would appreciate the communication and response provided (if applicable).
In the book, Groundswell an acronym for the four-step planning process called POST method is a foundation recommended to assemble the framework. POST stands for people, objectives, strategy, and technology. Businesses should consider the people: who are the customers they are trying to reach; objectives: what are the goals; strategy: how are businesses trying to build the relationship; what type of relationship are they seeking and technology: what types of applications are involved or should be involved? Businesses have to acknowledge twitter/blogging as this trend is not going to go away.
For an organization, if you are going to be involved with Twitter or blogging, make sure you are continuing the communication. As stated in Groundswell “there is no one “right way” to engage with the groundswell.” Companies need to adopt the tactics corresponding with their business, customer, and technology. Business should embrace and not hinder and an act of nonparticipation could result in a negative perception.