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
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