Twitter, the microblogging service, is already important and powerful social media as Facebook. Using Twitter as a CRM tool will enhance your CRM effectiveness.
Why do people use Twitter so much? It is because people and individuals want to know what other people are feeling, thinking or doing even when these individuals are not around them or visible to them. And thus twitter became an important mean of communication.
This communication is both ways: people want to view information about followers and their followers may see what they are doing or how are they feeling.
You as an enterprise or a business should take advantage of it and feed your followers with information to satisfy their curiosity, information related to your product and business. And if your tweets are interesting appealing with value added to the followers they will forward it to their followers and so on and on.
The principle is easy – you follow people and initiate conversations and try to convert these actions into business prospects.
The concept of Twitter, using 140 characters for a message, compel you to be creative and direct and requires copywriting skills. These are the tweets.
You must avoid from posting useless, irrelevant content just for the sake of posting. Irrelevant or not interesting posts show followers that you don’t really appreciate your followers and their interests and do not make efforts or satisfy them or provide with useful information.
Who uses the Twitter Account as CRM Tool?
After opening an account you establish your corporate identity through your account. When deciding on using the Twitter as a CRM and marketing tool I recommend personalizing the account by letting a person with a face managing the relationships with other followers – followers react better to a face than to a logo.
One way may be opening account for the firm and another account for the marketing employee – it is a strictly professional account that will be used as a marketing tool and not for personal purposes.
Important Indicators for Twitter as CRM Tool
The first strategic step that must preceded is gaining followers. This is the first indicator or measure for success on Twitter – number of followers that follow you. When a Twitter user chooses to follow your account and twits it represents a strong interest in what you have to say.
The next measure if success on twitter is the number of tweets that you produced.
The third indicator is the numbers of tweets that were forwarded by users to their followers – this is the important one because than you know that your information is spreading in a geometrical rate. Followers would like to learn more about your company, products but on the same time to be informed and entertained.And this is why your twits must have added value and interest.
Twitter offers a few default features that help you as business to promote your information beyond the 140 characters. The related headline feature allows you to link your tweet to a webpage. And so the user may receive more information regarding the subject of the tweet. If you want to hand out a coupon or promote an event – this is a way to lure your Twitter followers into clicking and going into your website.
Integrating the Twitter Account with your CRM System
If you are able to integrate your CRM system with your social media tools you are lucky. CRM users reported that they work a ten times more effective when they use one platform for managing their tasks without the need to wander from one system of platform to another.
Saleforce offers a cool application for Twitter – Twitter Social; the user post a twit and the twit and all following actions and answers appear on the Twitter Social account.
Zoho CRM provides an application that integrates social media platforms such as Facebook and Twitter allowing information and data from these profile flow into the CRM system. This feature allows the sales team to connect better with prospect and improve customer relationships.
Characterizing your Twitter Followers
Managing your followers with Twitter is different and your goal is to develop the ability to hold on to followers. With the traditional CRM system you maintain for each customer his data such as personal details, segmentation, which products he or she purchased and other related history data.
With traditional CRM system you control the data because you input it into the system. But Twitter is an extern CRM platform that dictates the rules. And this is why you would like to have tools that can analyze your followers and deliver you the relevant information.
For example, geo Targeting is important to know where followers prospect are active. Another characterization is the content of tweets.
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