“Twitter may well be among the simplest, most powerful social tools you can use” (Li & Bernoff, 2011 p. 212).

Twitter is a new trend in society that allows people to have free open conversation in 140 characters or less. It is an easy way to stay connected with people, and voice an opinion with little repercussions. Twitter can now be seen “at the center of a whole ecosystem of interactions” (Li & Bernoff, 2011 p. 197). The elements of this ecosystem consist of followers, hashtags and searches, mentions and retweets, links, and lists. On Twitters, anyone can follow anyone allowing for connections to form between yourself and things that interest you. It gives people the opportunity to follow their favorite celebrity, the daily news, or sports scores. Hashtags and searches allow people to look up popular trending topics on Twitter. It is an easy search tool to get the conversation started between users. Mentions and retweets “simply uses the “at” symbol along with the user’s Twitter handle” (Li & Bernoff, 2011 p. 198). Retweets are what allow tweets to go viral, they are a quick way to pass on a message you thought others would like to here. Links are used to share articles, videos and photos with friends. Lists were an added feature Twitter created in 2010 that allowed you to created lists of people you followed and then share them among the social network (Li & Bernoff, 2011 p. 199).

Twitter has proved to serve many organizations well for it connects them directly with their consumers. The groundswell makes it clear though that, “once your company starts to connect, people will expect the company to listen and respond, not just broadcast” (Li & Bernoff, 2011 p. 201). Organizations need to be prepared to listen, and talk with their Twitter followers in order for Twitter to be fully utilized and successful.

Crate and Barrel is a great example of an organization that utilizes Twitter to spread the word about their products by posting links and hashtagging. This is how the majority of organizations use Twitter to talk with their consumers.

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Energizing is also an angle you can take when using twitter. It “means finding more people who like your products or services and amplifying their voices” (Li & Bernoff, 2011 p. 204). On twitter this can be done through retweeting. When energizing, you need to first listen, to find the right people to choose to broadcast your product. This technique is used to encourage people to like your products and to also let them know that they are being heard.   Supporting with Twitter is becoming more popular because it allows you to instantly respond to customer’s questions and problems publicly. That way more than one person my have their question answered simply by logging onto Twitter.

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Li, C., & Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies. Boston, Massachusettes: Harvard Business Review Press.


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