Loyalty Truth

I have no reason to be a Twitter apologist. In fact, I started out as an uber Twitter skeptic. The bright authors of Groundswell endorse my skepticism in stating their principal for mastering the groundswell “concentrate on the relationships, not the technologies”. They go on to explain that “technologies are the detail” and that relationships, “the way people connect with each other –  the community that is created – determines how power shifts”.

Early explorers of the Loyalty Marketing world coined the term “technology enables, but imagination wins”. For my own account, I have to tack on that it is “flawless execution that will save your job“!

Here’s my point: there are several profiles of people using Twitter. Let’s make the first divide between those that are using Twitter purely for social purposes and those that have a business motive. I am only interested in the business side of Twitter, so I won’t even comment on how many people post inane details of their lives and whether that adds or subtracts to global warming.

In the business group, there are sellers, teachers and students in the stream just as there are big brands listening, informing, and occasionally promoting.

Sellers could also be referred to as “shouters”, constantly blasting Top 10 lists that lead to book, training, and seminar offers, highly predictable in an exploding community. They’re not all bad, just exercise caution. After all, Groundswell was only published in 2008 and the first Forrester report “Social Computing” came out in 2006. Just how many experts can there actually be out there?

There are some excellent teachers to be followed, and I’m not going to include a list because it probably would overlook someone really great and I’m not out to choose favorites. I’ve got my list that I follow and I’m sure you have yours.

For those seeking Twitter Business Reality,  you’ll only find it by following companies that are active on Twitter and are trying to blend micro-blogging into a broader marketing mix. I can share that list with you as I am listening to:

• Amazon @amazonmp3
• Boingo Wireless @boingo
• Comcast @comcastcares
• Dell @DellSmallBiz
• JetBlue @jetblue
• Kodak @kodakCB
• Luxor Hotel in Las Vegas @LuxorLV
• Marvel Comics @Marvel
• Penguin Books @PenguinBooks
• Southwest Airlines @SouthwestAir
• Starbucks @Starbucks
• Tyson Foods @TysonFoods
• Whole Foods @WholeFoods
• Zappos.com @Zappos

The business side of Twitter is an evolving space, but evolution is not unique to this technology. The same companies on my watch list are also experimenting with other forms of social media and, in the end, we are learning about how scarce marketing budgets will be reallocated in the future.

Data driven marketing programs, including most of the Loyalty & Rewards programs we have grown up with over the past 25 years, worked because we could target investment and measure it’s effectiveness. Social media tools will be put to the same test and there will be winners and losers.

Although I am tempted to make a quick buck publishing my own version of “The Idiot’s Guide to Twitter”, I think I’ll watch, listen, and learn so that I can help my clients make some real money.

Tell me what businesses you are following and why.