How Tweet It Is

Lynn Miller is a marketing consultant, a mom, an environmental activist and an award-winning Twitterer.

Last week she picked up a "Shorty" award for her multitasking efforts. As a marketing consultant, she encourages local businesses to set up Twitter feeds as a "low cost tool for reaching potential customers."

She entered Twitterdom slowly -- first, starting a blog about something she was passionate about -- her baby and the environment. The blog, Organicmania, prospered and she said "part of the logical extension of going online" was Twitter, where the user posts thoughts, stories or other information, introduced to the reader in 140 characters or less.

Miller, of Bethesda, Md., said she knew she had to explore social media if she was going to stay current as a marketing consultant. At first, she recalls, she didn't see the value in Twitter. She was busy enough already -- and had heard it could be addictive. "Plus, you hear that people post inane things like 'I just had a sandwich,'" she said.

She soon started Twitter group GreenMomCarnival, an international gathering of about 30 women, who blog and Twitter under the name greenmoms, about the highs and lows of buying and using organic products for a family.

She cites three major reasons to use Twitter:

1. It's virtual market research. Every product and business has a community and from your community come your customers, she says. Connecting with customers shows there's an authentic person behind your brand who cares.

2. Extend your brand. Most good companies have a mission and stand for something. A sporting goods store, for example, might have a stance on childhood obesity. The owner could talk to the Twitter community about how to get your kids active and with media who might be writing about childhood obesity issues. "It's like being at a conference or a cocktail party having a lot of conversations, but it's online," she said.

3. X factor. It's a fun way to make connections.

Her Twitter savvy paid off; it's not easy to win a Shorty. "It was a tight race - we were neck-and-neck in the green category with a popular pediatrician named Dr. Green," says Miller. "I was up until 3 a.m. trying to get people to vote for us."

She picked up the award from CNN's Rick Sanchez at an award ceremony last week.

Three of the group's members were on hand to accept the award, including her online friend "notquitecrunchyparent." Miller hopes the kudos will help her budding firm go after larger accounts and she plans to host webinars on the benefits of social marketing.

By Sharon McLoone |  February 18, 2009; 8:30 AM ET Accolades , Tools and Tips
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Interesting article! I brought Lynn Miller of Miller Strategic Marketing on to help my company, Mom Made Foods, with our marketing programs and social media outreach. She helped us get two Twitter accounts started: http://www.twitter.com/mommadefoods, where I tweet from my perspective as company founder and mother of a young son, and http://twitter.com/jennifermommade, which is run by our Marketing Director. I too, was skeptical of Twitter and really didn't know how to use it at first. Lynn encouraged us to be authentic to our brand and our mission, and in so doing, we've really seen the return on the time invested in tweeting. We're connecting on a deeper level with our customers and learning about new trends that we wouldn't have been exposed to elsewhere.

Posted by: hrstouffer | February 18, 2009 12:46 PM

I remember when Lynn first launched her blog, Organicmania and have been utterly impressed with how her blog and business have evolved through the use of social media tools. Well done!

Carolyn
The Enterprising Moms
www.TheEnterprisingMoms.com

Posted by: Carolyn10 | February 19, 2009 12:21 AM

Our company's been using Twitter for several months now to connect with other professionals and to stay up to date on what's happening in general and in our industry. The collective wisdom, energy and rapid response of followers easily beat an e-mailed update on a hot topic. With so much "noise" out there, it's nice to have people you trust to flush out the relevant information in 140 characters or less. When used well, it's an excellent marketing tool – and marketing, particularly in such a cost-effective manner - is essential in a down economy.

Tony Vignieri
Vistage International
www.vistage.com/economy

Posted by: tonyvignieri | February 19, 2009 6:48 PM

Great article!

Lynn and I were pleased at the recognition we received (I'm "notquitecrunchy" - otherwise known as Maryanne Conlin). Lynn and I, as classically trained marketers, believe that using the new social media tools strategically can make all of the difference!

Lynn has done a fantastic job, as several of her clients mentioned above. She's a smart savvy marketer with a solid understanding of new media tools!

Posted by: mcmilker | February 23, 2009 3:58 PM

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