Five Ways Twitter is Like a Chamber Luncheon

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Often when we talk to clients about considering social media as a marketing tool, they dismiss things like Twitter as a waste of time.  I can’t tell you how many times we’ve heard: “I don’t want to listen to people telling me what they had for breakfast!” and “how do I calculate a return on my investment in time on Twitter?”

Do you encourage your employees to participate in industry associations?  Chamber of commerce lunches? Charity golf outings? Do you send some of your employees to trade shows or other events?  If so, how do you calculate your investment in those activities?  My guess is, you don’t.  You realize there is value in networking, being involved and building relationships. Essentially, tools like Twitter can be used and have benefits very much like those “real world” marketing, relationship-building and networking tools.

Sometimes, to make the point to clients who aren’t familiar with Twitter, we compare Twitter to going to a Chamber Luncheon. You’d be surprised at the similarities:

Community. Until you’re a regular at your chamber luncheon, you probably don’t know most of the other people there.  Same thing with Twitter.  Joining Twitter is like walking into the chamber lunch.  Your job is to shake hands and introduce yourself and your company to them.  Instead of pressing the flesh, you’re “following” them on Twitter.  That’s your way of saying … “Hey, I want to hear more about you.”  In most cases, it becomes reciprocal.

Business cards. If you’re smart, you’re bringing along a pocketful of business cards to exchange with people at the luncheon. They give people an easy way to contact you after the meeting.  Your Twitter profile is similar to your business card.  It displays a photo and gives you about 120 characters to tell people your story … and a link to your website.  If they want to get ahold of you or learn more about your business, your Twitter profile helps them do that.

Personality. People are drawn to strong personalities – those who have opinions and stories to share.  Similarly, those who regularly provide good, interesting information and content on Twitter through their “tweets” become the strong personalities. And because Twitter seems to be a gathering point for communicators and influencers (marketers, editors, news anchors, public relations types), having a strong personality on Twitter can often lead to positioning yourself as a resource for media and others.

Referrals.  So many service businesses are successful because they earn referral business. The old-fashioned chamber lunch can often lead to referrals.  By providing good content and becoming an industry resource on Twitter, you become a top-of-mind referral when people ask about your industry.

Relationships. Smart networkers at the Chamber lunch understand that there’s a give and take that goes along with building a relationship.  Just as you’re there to prospect and network for new business, others are there to do that as well.  Often, you’re not talking to the ultimate decision-maker, but you’re building a trust and relationship with someone who probably is.  Using Twitter makes establishing and growing that relationship even easier – because you’re not limited to the once-a-month meetings. By interacting with others on Twitter through direct messaging, “re-tweeting” and engaging them in conversation,  you can build relationships every day.

Are there ways to measure tools like Twitter as a marketing tool?  Of course.  Some are effective and some aren’t.  However, using social media as a marketing tool is the same as any other marketing tool.  You get out what you put in.  If you use it without putting the strategy and resources behind it, it will fail – just like going to a chamber luncheon won’t be worth the time and money you drop on it by sending someone there just to eat the chicken and rice.

Author: Tom Flynn III
www.lessingflynn.com

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Tagged as: Chamber lunch, Chamber of Commerce, lead generation, referral marketing, relationship marketing, retweet, Social Media, tweet, twitter, Twitter profile