I have a pal in the wholesale fish business. This dude sells some serious fish. The finest restaurants in NYC use his product and have for years. When the BP oil spill occurred last year, it dawned on me that his hard drive (his brain) probably was one of the few that knew what would become of shrimp prices and avails in the city so I suggested he start to Tweet. My thesis was that NYC chefs indexed high for technology and twitter accounts. And if not chefs, certainly restaurant owners and buyers. Those who didn’t, could easily pick it up if it would save them face and cash. (The beauty of stellar usability.)
The point of this story is that, commercially, Twitter and Social Media are best when providing a meaningful purpose. For target segments that have an information need, a twitter account or Fotchbook page can be very useful. Once my pal learned the interests and needs of his Twitter followers and hashtag surfers, he could then graduate into a couple of promotional specials. “Bigeye Tuna, $6.00 a pound for the next 2 hours.” But first, he had to understand the need – to do that he had to immerse himself, feel the ebb and flow. And develop a plan.
Twitter is an enabler, not the solution. Sadly, the majority of people in the ether or on the speaking circuit who talk about social media talk about social media and not the solution. That’s social media 3.0 and I can’t wait. Big eye Peace!