Gartner Highlights Four Ways in Which Enterprises Are Using Twitter
Gartner has released a report that highlights the different ways that companies are adopting Twitter for business use. Many organizations have begun to actively participate in Twitter but not all are using it in the same way.
Gartner has identified four different ways in which companies are making use of the Twitter application: direct, indirect, internal, and signaling.
Direct — The company uses Twitter as a marketing or public relations channel
Many companies have established Twitter identities as part of their corporate communications strategies, much like corporate blogs. They Tweet about corporate accomplishments, distributing links to press releases or promotional Web sites, and respond to other Twitterers’ comments about the brand. Gartner recommends that at a minimum, companies should register Twitter IDs for their major brand names to prevent others claiming them and using them inappropriately.
Indirect — The company’s employees use Twitter to enhance and extend their personal reputations, thereby enhancing the company’s reputation
Good Twitterers enhance their personal reputation by saying clever, interesting things, attracting many followers who go on to read their blogs. As people enhance their personal brands, some of this inevitably rubs off on their employers. Twitter provides a way of raising the profile of both individuals and the organizations they work for, which elevates these companies that want to be seen to employ influential leaders.
Internal — Employees use the platform to communicate about what they are doing, projects they are working on and ideas that occur to them
In most cases, Gartner does not recommend using Twitter or any other consumer microblogging service in this way, because there is no guarantee of security. It is crucial that employees understand the limitations of the platform and never discuss confidential matters, because as a seemingly innocuous Tweet about going to see a particular client can tip off a competitor. Other providers, such as Yammer and Present.ly, provide Twitter-like functions targeted at enterprise microblogging with more security and corporate control.
Twitter streams provide a rich source of information about what customers, competitors and others are saying about a company. Search tools such as search.twitter.com or the twhirl application can scan for references to particular company or product names. Companiescan use these to get early warnings of problems and collect feedback about product issues and new product ideas.
Examples of the business use of Twitter can be found at 16 Examples of Huge Brands Using Twitter for Business and 40 of the Best Twitter Brands and the People Behind Them
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