This morning, whilst happily enjoying my morning cup of Dunkin Donuts French Vanilla, I read Twitter & the Consumer-Marketer Dynamic, a whitepaper by 360i (read / download here) and it got me thinking. The conclusion states: “This study shows how Twitter is largely a reflection of everyday conversation.” It is also argues that companies tend to “talk at people, not with them“.
While the key message in the whitepaper is that marketers need to learn how to join the conversation, I think it’s very important to note that Twitter can be used – right now – as a listening tool. In a recent blog post called Chaos, Realness and Excitement – Embracing Nowism (read it here), I argued that the most successful brands operating in the virtual space are flexible, adaptable and willing to deal with a degree of chaos. At the foundation of that chaos is an ever-evolving social media landscape that, quite frankly, is moving faster than marketers can plan for.
Not quite ready to join the conversation on Twitter? Waiting to figure out exactly what your brand’s voice should be? No worries. However, you’re missing out if you aren’t listening to the conversation that’s already happening independent of your participation.