5 Reasons Your Business Shouldn’t Be Tweeting

I can’t remember the last time a day went by without my coming across another article laying out the reasons businesses absolutely need to start Tweeting RIGHT NOW!!! Don’t get me wrong, I think Twitter can be a powerful tool for businesses, when used properly. There are many companies that have used it to improve customer service, gain valuable feedback from their target audience, and even drive sales.

But the truth is Twitter isn’t for everybody, and not all businesses should be Tweeting. In fact, most companies I’ve seen on Twitter seem to be wasting their time.

Here are 5 reasons Twitter may not be right for your business.

1. Is your target audience on Twitter? The average Twitter user is in his mid 30s. Twitter users tend to be more computer savvy, and they often consist of smart phone owners who can stay connected on the go. Does that sound like your typical customer? Your audience may not be part of the Twitter-crazed demographic, which means that Tweeting would be a waste of your time. If you aren’t sure if your customers use Twitter, just ask them.
2. You can’t be authentic ”Twitter is all about connecting with people on a more personal level. That’s why celebrities have such huge followings; their fans want to get to know them better. Unfortunately, there are some companies out there that are unable or unwilling to use social media authentically. They have to guard every word they say for legal reasons, and it creates a poor experience for followers.
3. You don’t have time to Tweet”Twitter is a real-time interactive conversation. You can’t just post something real quick and disappear. You have to be willing to take the time to engage your followers and to interact with them on a personal level. This can require several minutes or even an hour or more on some days. Do you really have the time for this?
4. You view Twitter as a one-way marketing tool”Like I said, Twitter is a conversation. Last time I checked, it takes at least 2 people to have a conversation, unless, of course, you’re insane, but that’s a topic for another blog. Anyway, because Twitter is conversation-based, that means traditional one-way marketing messages don’t work. You can’t just send out advertising messages and expect your followers to respond. That’s not how it works. Engagement is the key to social media success.
5. You can’t handle the criticism”Everyone is equal on Twitter. People get to voice their opinions, and sometimes, you might not like what others have to say. Here’s a tip: You don’t have to respond to every negative thing said about your company. Sometimes, it’s best to let othersdefend you. And if you can’t handle criticism, Twitter (and all social media) just isn’t for you.

Does your company Tweet? Have you seen any benefits from it?