Although I always hear people talking about Twitter at school and at work, only recently did I have the opportunity to explore this powerful groundswell tool. Like the many social networking mediums, Twitter aims at bringing people together by knocking down geographical and cultural barriers. However, Twitter does not offer as many interactive features as its counterparts do and any updates are limited to 140 characters. Despite the limited features, Twitter is becoming the most popular social channel for groundswell participants.
While many people might view Twitter’s functions as inadequate, it is the unique features that make Twitter so prevalent among social media users. By simplifying the writing task, Twitter empowers and encourages individuals to become Creators and Critics. These new ideas and topics then bring in more discussions and drive traffics and links to the site. Its mobile platform also enables users to update their Twitter anywhere and at any time.
Furthermore, Twitter allows connections to form quickly. User only needs to click the Following button and immediately his or her account will be linked to other Twitter users. When locating an idea or a topic in Twitter, users are able to reduce the search time by using the Hashtags or reading its list of “Trending Topics”. As a result, companies like KPMG are utilizing the tool to listen to a diverse range of opinion by following professionals and businesses in different industries and markets.
Word-of-mouth is a powerful force in the groundswell and Twitter is supercharging this power by using Retweeting to spread ideas from one account to the followers of other accounts. And as a supplement to its tiny updates, many tweets include links to articles, videos, and photos so as to enhance richness of the content. Given the high level of social connectedness between the firm and its followers, KPMG is tweeting daily to update the market outlook and its view on different business issues as way to talk and energizing its audience.
Li, C. & Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies. Boston, Massachusetts: Harvard Business Review press