As we go through hard times in the economy, some Web 2.0 tools can come handier than expected for creating growth in companies. Through the use of tools like Twitter and Facebook, some companies have been creating an online buzz and implementing online marketing campaigns. Zappos.com is one of these companies. The online shoe and clothing company tweets about what happens to them at the airport, what they ate "between phone calls and state of the economy", stressing on the fact that their product is less important: It's more about the business. However, not all companies can benefit from Twitter and Facebook as much as other companies. The usage really depends on the products and services they offer. Twitter and Facebook greatly differ among themselves too: Even though Twitter may have less users than Facebook, their users seem to be hyper connected and are very different from mainstream Facebook users.
An article I came across talks about some key steps to take before enjoying a Twitter presence:
1)Listen and learn about Twitter
2)Establish your objectives and metrics for success
3)Set up your company's Twitter profile
4)Mind your Twitter etiquette
What it could be seen is that using Twitter as a marketing tool requires steps that should be taken when implementing any kind of an online marketing plan and greatly ties in with the Forrester objectives that should be taken as guidelines. You need to listen to your customers, and talk to them in the proper way. Furthermore, your success on Twitter depends on how much you are able to energize your customers.
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