We assume that Twitter is one of the lesser-known technology tools in Spanish SMEs, although its potential as a channel where direct marketing is huge if we know what “buttons” play. At this time we will draw on the wisdom of Chris Brogan, a marketing guru on-line has published a guide on how to improve the relationship with our customers and increase our sales through Twitter.

Step 1. Open an account

Before opening an account must be clear:

* User names that are already using our competition.
* What are the search terms or keywords by which a user could find.

Then choose the picture that will illustrate our account. At this point it is well to remember that the picture should make clear what we stand for as a company. Sometimes we use our corporate logo, sometimes be more appropriate to perform a design calculated to Twitter.

Step 2. Start the conversation

When we begin to write messages on our own, we think that users will tire quickly if they only talk about ourselves and our interests. Twitter is interacting with whom we read, we must think about who we read, what their interests are, what worries them, in short, be very clear what is the profile of our potential readers / customers.

A Twitter account gives us much freedom to discuss aspects of our sector, our competitors (in terms always nice) or the overview of the market. It is also an effective tool in managing claims and complaints. That is, if we perceive that a complaint is repeated with some insistence, we can leverage this channel discuparnos well for either to offer an effective solution.

Step 3. Be careful what you write!

By starting out with Twitter, we are asked “What are you doing right now?”. Answering this question can be very valid for personal accounts, but has little value in the business. Instead, it is much more effective response to another question: “What is what captures our attention right now?”

We have a person to take charge of our company Twitter account, but ideally a job that is shared among several employees. Thus, our information is much more dynamic, updated and varied. Again, we stress the importance of human factors in this type of communication.

We must not only inform but also to ask. Asking questions to our readers (followers called in the argot of this application) is an excellent way to learn about what concerns them and how we can improve our customer service in our company.

Step 4. Become a fan

As twittered, we also have the “duty” to follow other twittered. At first it may be difficult to determine who should we follow, but like everything else, just do a good job of pre. Let people who have interesting things to say about our industry, on issues that concern us as a company, regardless of our sales or market share.

If we talk about our products, we must do so constructively. That is, we must provide information actually useful, is not pure advertising. This is the aspect that should care more. Furthermore, it is not too much excess profit promoting our products. Remember that Twitter is not a sales channel.

Step 5. Remember these tips

Twitter can be very stressful if we are to “real time”. So a few tips for working with this tool without investing too much time:

* You need not read all the messages that are posted in the accounts to which you subscribe.
* No need to respond to all tweets that you intended.
* Use services like Twitter Search to find what you are talking about your business.
* Applications like Twhirl Tweetdeck and allow the use of Twitter is simpler and more effective.
* Do not use Twitter while all your colleagues are stressed by more important things.
* Learn to use tools that shorten the length of links, like TinyURL.
* Discuss the tweets from other users is a great way to build a community.

“As organizations look to the future, the same pattern emerges as seen in the general responses in social media and Twitter: a shift toward more communication with customers and, in particular, to prospecting.”

Twitter and, more generally, the social media provide instant communication skills. As a tool for customer contact, where speed does matter, this immediacy has great potential. The problem is that this potential can be fulfilled only if you and your customers are using social media means.

In many B2B market rates, Twitter is still considered an effective tool for customer contact due to the specific structure of microblogging and its limited audience compared to other media (eg Facebook). According to a study of ES Research Group, “The New Social Media: Do They Enable B2B Selling?”, Only 4% of respondents said that Twitter has directly helped win a B2B sales.

However, Twitter is not quite as inconsiderate business communication tool. There are many markets where Twitter is influential.

A recent study by the Pew Internet & American Life Project found that Twitter users are very involved with other social media. The results show that 23% of users use social network or similar service, while 4% do not use social media, nor have ever used Twitter. It is then likely that, if your customer base is already involved in social media, you can reach many of them using Twitter.

In Part 2 of this report (Part 1) Josh Gordon extends his analysis in business applications through social media within organizations, focusing specifically on Twitter and how business organizations use and plan to use Twitter in the future next.

The external use of Twitter could suffer an abrupt change to an emphasis on customer participation.

For the realization of external communications, business use of Twitter shows the same changes seen in Part 1 on the overall results of all forms of social media. This shift away from communications in general, toward a focus on connecting with customers of the organization.

At this time, the external role of Twitter most commonly used is “to share breaking news” followed by “give a personal face to customers.”

But, as organizations look to the future, change your expectations. Looking ahead, your first choice is to “stay in immediate contact with customers,” followed by “give a personal face to customers,” followed by “breaking news to share.”

The future use of Twitter could cause a shift towards greater involvement in contact with the customer. Internal use of Twitter focuses on information exchange. Fewer and fewer organizations are using Twitter for internal communications. The two best options are as close to 20% unless the two main external applications of Twitter.

The internal focus is on exchange of information, knowledge and resources, and networking. Looking ahead, the internal uses of Twitter that organizations plan to use are almost identical to the present . I registered a Twitter initially because I once had to sell something to a senior executive of the Silicon Valley could not be reached any other way. After countless failed attempts to contact you via more traditional channels, his assistant told me:

“Man, forget the phone, never answers. And will not answer email either, because he thinks the technology is old and makes you lose time. He is considered a member of the digital elite, said that the only people that matter are all on Twitter. ”

Quickly, I checked Twitter and I managed to contact him.

Twitter offers the capability of instant communication, but minimally. As a tool for customer contact, where speed does matter, has great potential. However, this potential will only be done if your customers are on Twitter. For now, the market penetration of Twitter is still uneven.

In many B2B market rates, Twitter is still considered an effective tool for customer contact due to the specific structure of microblogging and its limited audience compared to other media (eg Facebook). According to a study of ES Research Group, “The New Social Media: Do They Enable B2B Selling?”, Only 4% of respondents said that Twitter has directly helped win a B2B sales.

However, there are many markets where Twitter is very influential.

You can estimate how many of your customers might be using Twitter from a recent study by the Pew Internet & American Life Project. This study found that Twitter users are very involved with other social media.

According to Amanda Lenhart, research specialist at Pew, “both blogs and the use of social networks increases the likelihood that an individual may also use Twitter.”

The study found that 23% of users use Twitter social networking or a similar service, while only 4% do not use social networks do not Twitter. Chances are, if your customer base is devoted to social media, many will be accessible via Twitter.

Respondents also mentioned “other” uses of Twitter, including:

1. “Mindsharing” with other industry partners;

2. Provide thought leadership,

3. Education of others,

4. Recruitment of talent;

5. Provide support;

6. Notification of members of upcoming events;

7. Monitoring of issues relating to products or reputation;

8. Maintaining contact with bloggers;

9. Enlargement of communities of interest, and

10. Client services.

To read examples of how Twitter is being used to get in touch with your customers, click the following links: Salesforce.com and Bank of America.
Twitter is also a great way to contact the media. Here is a long list of media that can be connected via Twitter.