A revelation from Sysmonos found that 71 percent of Twitter tweets fail to get replied to or retweeted. That’s based on a review of 1.2 billion tweets over a period of two months. (You can’t help but feel sorry for the poor intern who had to read all those tweets!)
There was no conclusion to the survey, except to note that most tweets fall on deaf ears and that an average tweet has a life span of less than an hour. But can we also conclude that Twitter is becoming the CB radio of the modern times?
What we can conclude is that there is still too much “me” going into tweet generation — both from individual and businesses — and not enough “you AND me.” What make Twitter so unique as a business tool is its ability to link the business (and particularly its owners) to its audience. You can announce new products and services, or shout out good news in a quick, unfiltered and controlled medium. But it is also a valuable tool to gauge customer reaction, gain feedback, and, most importantly, quickly stop and repair damaged branding when it arises.
But to do that, you need to listen more. If you are not replying to customers when they have questions or suggestions, if you are not retweeting interesting links and comments that are relevant to the conversation between you and your customers, then you are missing the real value of Twitter.
Twitter, like its social media relatives, is an “us” medium. We talk, we listen and we share. If you’re doing all the talking, it’s not a conversation. Your customers will eventually grow tired of not getting a word in.
The overall numbers of the Sysmonos study are telling, but your individual number don’t have to so. The key is engagement. Be a part of the conversation, not just the mouthpiece.
Whether it’s you or your customers who make a sounds, it’s up to everyone in your Twitter community to make sure it’s heard.