Success in Sweatpants

So I have people ask me about Twitter. A lot.

• What exactly is it?

• Why should I use it?

• Isn't it kind of silly?

• And more…

I have a hard time answering the questions, to tell the truth. I mean, I am on Twitter on a daily basis and I have seen lots of results from it. It has been a huge factor in extending my network and in hooking up with like-minded professionals that I enjoy working with. But I have a really hard time explaining it.

Because Twitter is messy.

It doesn't fit neat and snug into a particular marketing category. It isn't something that can be put into play like a project. Planning doesn't make it more effective–in fact, planning might make it less effective.

I have a hard time explaining Twitter because of my  (and marketer's) tendency to think in terms of categories and analogies. For me, Twitter defies that kind of pigeon holing. It puts me more in mind of an old Saturday Night Live skit:

"It's a floor wax!"
"It's a dessert topping!"
"Stop! You're both right!"

Is Twitter a networking tool? Yes. A public relations medium? Yes. A marketing resource? Yes. A relationship management thing? Yes. But even all of those together don't really get it right.

I guess the closest is the networking tool. Twitter can be used to blast out marketing messages right away. There needs to be time devoted to following and being followed, having conversations with people, commenting on their observations or the web sites they have passed along.

Once Twitter relationships are rolling, the marketing can begin. But again, do nothing but pitch pitch pitch and you will be ignored (or unfollowed). Let folks know what you're up to, set up your new blog posts and Ezine articles to automatically get announced on Twitter, make offers, but don't every forget to bring yourself to the party. Talk about what you're up to in the moment, chat playfully with others doing the same.

Twitter is messy, I suppose, because we have to come to it three-dimensionally. No hiding behind marketing personas, no bullshitting the people (they'll catch on real quick). We have to "just" be ourselves and share more than our products and services with those who are following us.

Frankly, if you aren't already on Twitter (if you are, I invite you to follow me @trishlambert), I think joining up and jumping in should be high on your list of new things to put into play in 2009. And let me know how it goes, and if you can find a good way to explain it–I'd really appreciate it!

(By the way, one of my Twitter pals just sent me a whole string of tweets claiming that Twitter is "the new black" in the marketing space. Don't quite get that…take it to mean that it's the newest fad/tool/shiny toy for the marketing community to swarm all over. Ick. Please.)