In recent weeks, Twitter has gone from being the most popular kid in school to the kid everyone wants to bully. The media is already reporting a backlash toward this social networking phenomenon. And much of that backlash may actually come from the press itself – after all, Twitter has changed the way editors and reporters do their jobs. So, maybe a little resentment is in order, but the bottom line is this: Everyone has benefited from Twitter…immensely.
What Twitter seems to be experiencing is “Tall Poppy Syndrome,” an Australian term used to describe what happens when people or things of genuine merit are criticized because their achievements elevate them above their peers. In addition to breaking news, Twitter has also become an incredibly powerful tool in the world of marketing. And it’s no surprise. Word-of-mouth can be one of the most cost-effective ways to reach people. With budgets being shifted to fit the current economic climate, Twitter came along like a knight in shining armor by providing marketers a costless way to reach an incredibly large, and growing, audience (to date, Twitter has over 8 million users). And like reporters, marketers also have reason to resent the giant with the gentle name. Twitter has given marketers a platform to be in direct contact with the audiences they’re trying to target – something that is hugely advantageous but requires a lot more work. In order to successfully use Twitter, users have to be engaged and converse constantly. Gone are the days when agencies could create something, stand on the sidelines, and watch what happens. Now everyone has to play the game. In short, social networking may take a lot more time and effort, but the payoff is worth it.
So, does Twitter have to stand there and take the punches? Not really. Sometimes they say that the best way to handle bullying is to punch back. Twitter could potentially do just that by charging for their services, or even changing their guidelines to exclude businesses. At that point, Twitter could have the last laugh and remind us that eventually the kid you pick on gets bigger and harder to push around.
Follow us on Twitter @AspenMarketing