…what kind of twitter strategy really “works”? And what defines tweet success for organizations really?

I know, I know, awareness, image and reputation management, being able to reach a customer with a good or bad review in real time and being able to respond in an instant.

I guess, more specifically, I’m wondering what comprises a successful twitter follow for an organization’s twitter?

Today I tweeted about a kijiji link to someone selling a group of vintage cameras. Two minutes later I was followed by DigitalCamFan and UniqueAntiques. This makes sense right? Camera. Antiques. Antique cameras on kijiji.

Really?

Although I understand why this type of following on twitter occurs (mention + connection= profit), and could make sense in someone’s business mind, I have a hard time finding the time spent on following anyone who tweets about bananas as a banana company’s best investment. How do you measure the time spent by the banana company’s social media specialist against banana R.O.I?

For some organizations twitter is an excellent tool to reach, poll and even persuade their target audience to create, collaborate and even consume. But for DigitalCamFan and UniqueAntiques, that ten seconds they spent searching “antique” and “camera” was totally lost on me. And believe it or not, ten seconds can really add up.

Maybe our searches should be more specific than a noun and a geographical area. Maybe twitter is just a small step towards something even better. A social media that instinctively knows what you want, like that E-Harmony website claims to do for dating. Sometimes I wonder…

About the Author: megan
It's a beautiful day in the neighbourhood for this young creative professional who blogs about her adventures in downtown Hamilton, cultural treasure hunting, phenomenon analysis, and timbit experiments.

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