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Is Twitter a serious tool for industrial marketing? | Manufacturing Marketing

Is Twitter a serious tool for industrial marketing?

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You will never know what Twitter really is and what it can do without doing it yourself.

Technology follows a predictable adoption cycle (see The Hype Cycle and Technology Adoption Lifecycle). We are seeing this more often and the cycle is happening quicker from start to finish.

Let’s look at Twitter to see where it’s at in the cycle and why industrial marketing should be tweeting.

Early adopters are those folks who always have the latest, greatest technology. They’re the evangelists, telling the rest of us we’re missing out. The majority think “that’s the dumbest thing I’ve ever heard, why would I waste my time with that?”

The early adopters have been praising Twitter for a while now. Time and experience are proving them right.

You’re probably not supposed to admit this, but I’ve been around long enough to have seen any number of technologies come and go. Some took months and some lasted years. I have been working digitally for quite a long time and have learned when it makes sense to jump in. Welcome to Twitter – it’s time.

Industrial marketing adopts tools when they are proven and there is a clear benefit.

Twitter was instrumental in the overthrow of long-standing governments across the Middle East. Whether this ultimately is a good thing or not for those societies, Twitter was the backbone of communication for millions of people. It’s proven. The clear benefit is in the cost and the ability to speak with people interested in what you have to say. Used strategically, Twitter works for industrial manufacturing businesses.

Social media should be a key part of any marketing program. Twitter has become the starting point for social messages. Tweets are feeding subsequent media. To use the adoption cycle references above, we are in the “Slope of Enlightenment” and the beginning of the Early Majority.

Now is the time to get involved and be seen as a leader in your field.

Bottom line – your customers are on Twitter. Maybe not many right now, but the audience is growing. They are having conversations with their friends, co-workers and your competitors. You won’t know any of this without jumping in. The sooner you get started is the sooner you will understand how to use the tool and what to expect.

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