The harder question: How can Twitter help you grow your business? Sometimes the only way to know is by giving it a try. But it’s important to keep a few basic principles in mind.

Are your customers, competitors, suppliers and/or vendors who can help your business on Twitter? By following your suppliers, maybe you can find out about opportunities that can save you money. Or by keeping tabs on what your competitors are doing, you gain market intelligence you might not get otherwise. Bottom line: There needs to be a sound, strategic business reason to tweet.

Once you made the decision to use Twitter as a marketing tool, take the time to do it right. And it does take a commitment for it to work. This is not a one-day-and-leave-it-alone project. It could take months to build a substantial following that can impact your business.

Here are some simple guidelines that we have found work for the about 20 Twitter accounts we handle for clients:

* Tweet every day. We suggest at least three times a day. Sometimes it can be done in as little as two minutes. Other times, it’ll take a much longer. Make it part of the daily routine. You have to be consistent; otherwise, it’s a waste of time.

* Build a following that matters to your business. Is following Lady Gaga really going to affect your bottom line? Think of all the people you encounter on a daily basis that impact your business, and find them on Twitter. Many of them will already be there.

* Engage. Don’t just sell, sell, sell. Share relevant, interesting news or information. Think about the value you can provide to those who are following you. Maybe it’s an article, a picture, your market insight, a special promotion just for your Twitter followers.

* Have some fun. Think of this as a prolonged conversation you’re having with business associates. You can tweet about the Dolphin’s game, about the concert you saw last night and about the weather. Just don’t overdo it. Remember, behind those tweets are real people, have real interactions.

Social media tools such as Facebook and Twitter can be overwhelming for a client because it’s a whole new and fast paced world for them.  It’s important we educate our clients on why investing in social media is key.  It’s also important we as public relations executives continue to stay on top of this helpful technology and embrace it.

It’s great to see the optimism towards social media – here are a few benefits you can offer to your client:

• Improve customer relationships
• Reduce customer service costs
• Influence sales
• Increase media coverage
• Establishes trust with consumers
• Builds the client’s brand

Social media is a great tool to assist public relations executives in the online world.  With more people using Facebook than regular email, it’s our responsibility as PR professionals to guide our clients and help transition them.

Abby Boburka,
Account Executive

What I found encouraging about the presentation was that several chamber members approached each of us at the conclusion to ask us follow-up questions. Several even told us how they were planning to go back to their office and explain to their boss WHY they need to be on Facebook and Twitter NOW.

As someone who is very passionate when it comes to Social Media, I’ve always felt if you can explain to a business owner in clear terms why they need to be involved, they will be motivated to do so.

One example of a business that was allowing the conversation to go on without their participation was our friends at Lion County Safari (who is not nor have they ever been a client of ours). Back in June 2009 during a presentation to the Palm Beach County Attractions Association, I was able to visually show LCS what they were missing.

I went to search.twitter.com and typed in Lion County Safari. At the time, there were over 150 tweets about the attraction, and 95 percent of them were positive. LCS’ Director of Marketing and Public Relations Jennifer Berthume, upon seeing this, pulled me aside at the end of my presentation and used my computer to sign up for Twitter that day. Seven months, 559 followers, and 489 tweets later, @LionCountry has become a Twitter fixture and understands the value of connecting with the general public on a daily basis through this medium.

Therefore, my advice would be this: before you get involved, see what others are already saying about you and/or your business. Once you see how the conversation goes on without you, it just made be what you need to motivate you to take on the challenge of a new horizon!

Toby Srebnik,
Senior Account Executive (@TilsonPR)