Engaging Customers Personally Key to Enterprise Twitter Success

Patrick Avery

While some argue that Twitter is a complete waste of time, author Shel Israel says a blend of personal and professional Twitter use can translate into a successful business move. The "Twitterville" author says he sees blending the two as something that has happened for a long time, in part two of an interview regarding Twitter.


"With our human nature, we have been mixing up personal and professional for many years. All of these guys who pay huge fees to play golf at country clubs. Do you really think they are just out there to hit a ball towards a flag and a pole? This concept of segregating business conversation with personal conversation is just not the natural way that we humans interact."


Those businesses that engage customers on a personal and professional level will find that users will be able to give them quality feedback, Israel says. In his book research, he was able to speak with more than 100 companies about the impact Twitter has had on their businesses. Most, he says, came to Twitter to push their product. Most companies didn't expect what they eventually received from Twitter.


"What they heard back from customers, what they learned, information that they were pointed to; all that turned out to be more valuable than any other aspect."


Israel also says Twitter has spawned a "cult of generosity," the idea that the people in companies that are emerging to be the most influential and getting the most in return back from Twitter, are the companies and people that are most generous. For more on Twitter benevolence, click here for part one of the interview.

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