(Image: source )

What is twitter anyway?

An update stream where we find a collection of links, comments, shout-outs, tidbits of information, and random thoughts on a plethora of subjects. Yes, it's a social networking tool. We all know that but do we really understand the intricacies of how to use it? Some individuals are able to garner a large following and make a signifcant impact while others are still trying to pick up on the hidden rules of microblogging. (Let me add that a large following doesn't always indicate true success in using the service.)

Today's marketers understand that there are signifcant conversations taking place online. However, oftentimes they fail to effectively participate. The ability to use twitter as a true engagement tool is based on a solid understanding of its key benefits such as:

• The potential to increase your social capital.
• Social influence tool.
• Opportunity to participate in rewarding conversations with customers and key stakeholders.

Let's stop right there and focus on that last key benefit. Rewarding conversations with customers and stakeholders. Hmmm...what does this really mean? There is a key difference between impactful conversations between brands and their customer base and random blurbs filled with obvious self interest and the always untimely sales pitch. Today's brands need to understand how to properly use twitter as an engagement and customer service tool.

Let's elaborate on the potential and power of twitter.

We've all probably walked through a store where someone comes on the intercom and makes a rather dull but rightfully important broadcast. "Spill on aisle 4."..."John, you have a call on line 2."...etc.

The potential of twitter as a customer service tool and conversation generator becomes clear when we compare the service to that of a P.A. system but the truth is that twitter is the ultimate public address system with an enormous reach.