Tapping the Groundswell With Twitter


Source: Twitter. (n.d). [IMAGE]. Retrieved from https://thestack.com/cloud/2016/01/12/twitter-to-help-turn-regular-user-tweets-into-brand-ads/

This week, we are starting our assignment on Twitter. My twitter account is @AsmaTweets1. Twitter is a great way to interact with communities that share the same thoughts and ideas as you. You can check the most popular hashtags of the day (or create your own) and voice your opinion about a certain topic within 140 characters. This word limit allows you to communicate effectively without rambling.

Chapter 10 is also about Twitter as well. Twitter gives companies a platform to talk to its customers directly. “It’s free and open, connects people, and gives them power [and] it’s so simple. Singing up is trivial. Posting an update is a piece of cake. It interfaces nicely with mobile phone, which allows people to update from anywhere. And as a result, it’s rapidly become a key part of groundswell – driving, reporting on, and extending activity in everything from blogs to social networks” (Li & Bernoff, 2011, p. 197).

The basic elements of Twitter include:

  • Followers – The amount of people or brands that follow your tweets
  • Hashtags and searches Using the “#” symbol to categorize your tweets and makes it easier for others to search up your tweets
  • Mentions and retweets – Using the “@” symbol to tag a person or company and tweeting an already existing tweet that catches your eye and is important to you or your company.
  • Links – Including a reference to an external website, image, or video.
  • Lists – “Create lists of people you follow, and these lists can be shared” (Li & Bernoff, 2011, p. 199)
  • Apps and Tools – Using Twitter on your phone and download other apps to enhance your tweeting experience.

Groundswell highlights the Social Technographic Profile of Tweeters, which looks like this:


Source: North American Technogrpahics. (2010). [IMAGE]. Retrieved from https://biarenaissance.wordpress.com/

100% of conversationalists tweet and about 98% of Joiners tweet as well.

Groundswell also provides some helpful strategies regarding Twitter:

  • Lock up your handle – Make a twitter account for your company sooner rather than later to avoid other individuals from taking your name.
  • Listen first – Become familiar and understand your customers. “Know what people are tweeting about you before start posting” (Li & Bernoff, 2011, p. 210).
  • Be ready to support people – Have a customer service team ready to deal with unhappy customers.
  • Follow others – Support other similar brands that share the same values and individuals that care about your company.
  • Be ready for a crisis – People will go directly to your Twitter account (and other social media platforms) if anything goes wrong with your company. Have a plan in place if an emergency does arise. “You need a plan to allow your PR people to turn the Twitter handle into an information channel” (Li & Bernoff , 2011, p. 211).
  • Respond, Retweet, and Link – Be active on Twitter! “An effective Twitter campaign normally includes all the elements of a rick Twitter experience: Responses to people tweeting to you; retweets of tweets or mentions that your followers will find interesting; links to interesting material on your site, in news articles and blogs, or anywhere on the Web; and links to photos and videos (Li & Bernoff, 2011, p. 211).
  • Staff it – Have a team tweet on your company’s behalf.
  • Check with legal and regulatory staff – Don’t post any inappropriate content that might hurt your brand
  • Having gathered a following, don’t waste it! Continue to use Twitter long-term creating more connections and increasing your brand awareness.

(Li & Bernoff, 2011, pp. 210-211)

As mentioned before, the company that I currently work at @rahfoundation is very active on Twitter. The company posts daily (whether it’s retweeting or its content), answers questions from users of the Hospital, posts health related articles, and promotes its own events. So far it has 1380 followers and 10,500 tweets. The more active the company is on social media, the more customers keep coming back to check for updates. This can help the brand grow and create awareness throughout the world (since Twitter is global).

Thousands of businesses have Twitter, even accounting firms. For example, PwC has a general twitter for their entire company (which has 152,000 followers) and individual ones  for different countries they are located in (for example @PwC_ca_campus for the Canadian branch). The most common attribute that I found in all accounting firms’ Twitter profiles was that they promote their own services, post relevant business articles, and interact with customers by answering their questions. This increases their brand awareness and it’s such an easy tool by which individuals get to communicate with them online.


Thanks reading by blog. I’ll talk to you next week.





Li, C., & Bernoff, J. (2011). Groundswell – Winning in a world transformed by social technologies. Harvard Business Review Press: Boston

North American Technogrpahics. (2010). [IMAGE]. Retrieved from https://biarenaissance.wordpress.com/

Twitter. (n.d). [IMAGE]. Retrieved from https://thestack.com/cloud/2016/01/12/twitter-to-help-turn-regular-user-tweets-into-brand-ads/


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