Are You Compelled to Tweet? Enagagement vs. Inauthenticity

While looking over some of the events of the CRM Evolution show in NYC we’ll be attending – I was checking out the CRM Magazine blog and spotted some interesting tid bits on Twitter tweets based on analysis from Pear Analytics.

Apparently – most of the tweets on Twitter are useless noise. Then, why all the hype? What is there to be gained by engaging via this medium? Why do we feel (well, some of us) so compelled to tweet?

I think there is a growing contingent of Twitterers out there that are doing some really great stuff – adding value to news and trends and helping others learn. Others are doing well by expanding networks or enabling new channels of communication for their customers.

But there has to be a balance in my opinion, at least in the corporate world.  making someone tweet just to be tweeting, well, that’s going to be either a useless exercise – or worse. If you’re managing a B2C brand and your Twitterers come off as, well twits, things could turn for the worse. I think this problem could be more exacerbated if you market to teens and tweens. Kids these days can smell a rat a hundred miles away.

Ideally, I’d like to see everyone I work with out there in the Twitterverse – extending our reach and enhancing prospects knowledge and touch points with the Sugar brand. But I have to be realistic – time, drive and reward (or lack of structured social media engagement goals and MBOs) in many companies are making it hard to jump in to a social channel for sales and marketing.

We’re learning, hopefully just as fast as the early adopters we like to lump ourselves in with, but there is a lot more to come from our social engagement strategy. And I for one am pretty excited about it.

3 thoughts on “Are You Compelled to Tweet? Enagagement vs. Inauthenticity

  1. Indeed, the noise in some twitter accounts makes difficult to use twitter as work tool. As I wrote here ( there is a lot of interesting people out there that I don’t follow because the ration personal/professional tweets is not good enough to invest my time. I’d recommend those people to have two separate accounts so that those of us only interested in their professional life can learn from them

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