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Is Twitter suitable for your business?

Twitter is not a marketplace where you can showcase your wares and ask people to buy.
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Everyone is now on Twitter – from celebrities, businessmen, presidents, political figures, your high school classmates, and even the Dalai Lama. Most brands have their presence on the social networking site too.

Twitter is like a universe of its own, even earning the moniker of Twitterverse. With everyone getting on this social networking site or phenomenon, as some analysts would point out, is it also time for your business to join the bandwagon and spend your precious time monitoring the number of followers who follow your brand and updating your status?

Maybe not. Twitter, if we limit it to the Philippines, is still a niche market that is accessed by a few (compared to the 90 million Filipinos), and a very discerning sector of the populace.

Public relations strategist, Harold Geronimo of Stratworks, whose works includes some of the most successful viral campaigns in the country, says that Twitter is not for all businesses. And neither is it a marketplace where you can put out your wares and ask people to buy it.

“The Twitter community is composed of very intelligent people who are easily turned off by hard-selling. It is not the place to ask them to buy, it is where you can have your brand or product talked about which you can then convert into actual purchases,” Geronimo says.

The top four categories which can utilize Twitter as a medium for marketing campaigns are fashion, food, travel and leisure, and technology.

“These three categories are the most relevant to people on twitter, at least for the local demographic,” Geronimo adds.

But what is exactly the demographic and profile of Twitter users in the country? Here is what Geronimo has to say:

1. Social Class. Belongs to the A and B markets and are willing to spend.

2. Purchasing Power.  These people have money at their disposal.

3. Access. These people have access to Twitter via their smart phones, androids, and Blackberry gadgets.

A word of advice, though, “there are also people who belong to the lower classes on Twitter, but they are the fanatics who follow and read tweets from celebrities,” Geronimo says. “In the country, Twitterverse is still defined by those in the upper class who has the time and gadget to constantly tweet.”

If one cannot sell on Twitter, how does one brand get talked about?

“Twitter is about making your brand’s presence felt. It is not a tool for selling your products. People on Twitter usually turn away from hard selling of products,” Geronimo says. “It would be best if you start tweeting about brand collaborations, the endorsers of your products, trivia that will spur the interest on your product.”

Presenting a feature or a link or even a photo of the product can boost your brand’s presence on this social networking site which limits conversations to 140 characters. If you think talking in 140 characters is easy, then you are one heck of a salesman!

Page 2: Tips on you can make Twitter work for your brand or product


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