quickly gauge public interest in your wares or
connect with potential business partners and
nearby customers shopping for services in
your area. It’s also a great way to source instant
feedback, and even companies such as 75-year-
old snack seller Cromer’s (@cromerspnuts) are
finding the service an innovative, cost-effective
way to gauge shopper excitement and conduct
informal focus-group testing.
Granted, there’s no surefire strategy for
success. What you take away from the service
also depends on what you put into it. And
return on investment is not always easily
quantifiable, say insiders, citing the added
danger of spending so much time experimenting with the service that one might overlook other, more lucrative opportunities.
Still, Twitter requires no actual up-front
cash outlay or risk beyond one’s time investment, and, across the board, experts agree
that it should be an essential part of any modern small business’s social media strategy.
“It’s the cheapest, fastest and potentially
most useful social media advertising tool,”
says Kawasaki. “While no one really knows
what marketing approaches will work here for
sure, what is there to lose by trying? It’s completely free.” C
Scott Steinberg covers all things tech and social
media related at www.toptechexpert.com.