A multitasker's heaven

I starting tweeting just a few months ago and discovered a number of things. First, it can be a multitasker's heaven. Back in the early '90s, my wife, who is not computer savvy, signed up for America Online and became a host for a performing arts chat room. In those days, AOL was the forerunner of Instant Messaging (IMing).

I remember watching my wife managing the weekly chats; controlling the dozens of participants, dealing with unruly online kids and communicating with the staff, all to ensure that week's guest and visitors had a great experience. And she did this all via IMs. She would sometimes have six or eight active IM windows open, typing her responses in the different conversations while, at the same time, answering my question on what's for dinner. I thought that was the true definition of multitasking. But that was short -term, real-time multitasking. Twitter is multitasking of an ongoing nature. You can send regular daily, hourly or even moment-by-moment tweets while at the same time following the tweets of dozens of other people, searching for others to follow or “re-tweeting” (RT) someone else's message.

Is anybody there? Does anybody care?

I also discovered that once you're out on the Twitter network, all sorts of people find you and ask to subscribe to your tweets. It doesn't mean you want all of those people following you: When someone subscribes to your tweets, other people can see who's following you and who you're following. Remember, this is all about social networking. But don't get me wrong; when I started writing, unlike a “better mousetrap,” people didn't beat a path to my door. It was more like I was talking to myself.

I did find business colleagues “discovering” me on Twitter and deciding to follow. In turn, I decided to follow them, too. But that didn't mean we were talking to each other; we were more like toddlers who “parallel play.”

There were other things I learned. Twitterers come in different flavors: those who use it to share every momentary thought and experience they have (some of whom, I feel, go overboard); those who use it strictly for business, such as journalists and some very savvy marketing professionals; and finally, those like me, who aren't sure which side of the fence they're on and tweet about what they are doing at any given time as well as sharing insights and information of interest with colleagues.

Twitter users respond to the very simple question, “What are you doing?” That query never changes; it's how you answer it that is constantly changing and therefore the landscape of topics or subject matter is infinite. That is why Twitter is sometimes referred to as “micro-blogging.” Like blogging, an individual user can have many different profiles and tweet from different personas. Unlike blogging, the technology and tiny nature of tweeting lends itself to unusual applications.

Creative uses

In just the past couple of weeks, I've read about some creative thinkers who found original ways to use Twitter that both enhanced others' experiences and worsened them.

The conductor of the National Symphony Orchestra experimented with tweeting during a performance of Beethoven's “Pastoral” symphony, providing his audience at Wolf Trap insight into the music and his interpretation of it (see “NSO to Try Beethoven's Tweet Suite” at www.washingtonpost.com). For audience members located in the reserved area who wanted to do more than just listen, this added dimension might have been what was needed to attract a whole new audience.

However, a creative use went awry when a casting director began tweeting during auditions on the performances she was seeing (see http://twitter.com/DECasting). After receiving negative reactions, especially from those whose auditions were being commented upon (albeit anonymously), she apologized and stopped the practice. I can't comment on the efficacy of what she did, only on the creativity.

What's it worth to you?

Like any new tool, Twitter is only as valuable as the messages it delivers, although I can't think of any group of people with more valuable information to communicate than independent agents. Adding a new communications vehicle can support an effective marketing plan.

As sales and service professionals, you are taught that it is far easier and cheaper to keep an existing client than to find a new one. Client communications and contact is so important to building and retaining the relationship, but it's not about quantity alone, it's also about quality. Successful agents are those who have adopted this philosophy.

Printed and electronic newsletters that provide information on ways to save premium dollars; risk management tips for reducing your business client's workers compensation exposure; and agency Web sites that allow clients to update contact information or check the status of a claim are all effective ways of demonstrating your service value over that of your competition. So does Twitter fit in to this marketing and service picture?

The answer is a resounding yes. For many agencies, developing regular newsletters is challenging. There's a whole cottage industry built around offering small businesses industry-specific newsletter content, with a little customizing to include your logo and product information. Sending newsletters becomes a major marketing effort. But think of the ease of creating a Twitter profile for your agency and sending out 140 characters regularly about your services–or, as you do your daily review of news, sending a very short note with a link to the article. It could be a simple as noting predicted severe weather and safety steps your homeowner clients should take.

Twitter isn't a substitute for other marketing vehicles–it is a new way to reach that younger generation that expects communications to be electronic all the time. Then let your clients and prospects choose how they want to hear from you. But like the proverbial falling tree in the woods, if no one is there, does it make a noise? You have to make sure people are listening.

When you establish a Twitter presence, do two very important things: first, put your Twitter address everywhere you can think of: business cards, e-mail signatures, the agency's Web site and on all collateral, even as part of your voice message on hold. Try to create one that's easy to remember. Mine is www.Twitter.com/RGGpr. Also, sign up to follow other tweets. Ask your clients or do searches on their Web sites for their Twitter addresses. If you have specialty lines or very targeted businesses (laundromats, jewelry makers, daycare centers), look for related associations that might have a presence on Twitter.

Second, lead by example. Don't just post tweets yourself; make tweeting a job requirement for key people in your agency and do it regularly. Remember, it takes less than a minute and potentially pays numerous rewards for your agency.

Twitter's bottom line

One word of caution: Social networking tools of any kind (blogging, discussion forums, Twitter, etc.) are, by their very nature, informal means of communicating and can sometimes lead to unintended messages. Set some ground rules for your entire agency on the use of social networking tools. Also, in the same manner you manage access to sensitive data with former employees, be sure to shut down access to your Twitter page for those same people.

Whether this “bird in the hand” is really worth “two in the bush” is something that only you can decide. As with anything, the value you get out of it will always be at least equal to the work you put in.