If find it an odd question; mainly because its the wrong question. The question itself highlights the problem. Why does it have to be one or the other?
Twitter, like other communication channels within the marketing and PR arenas are not isolated networks or tactics. Because these social technologies and networks are new I can understand why marketers feel the need to segment and define each facet of the medium. Unfortunately, this has led many seasoned business owners to forget a powerful principle in marketing: the integration of multiple marketing channels is far more effective at driving results than anyone channel or tactic alone.
Similarly, within a single network marketers should not be satisfied to leave any tactical stone unturned. Lets analyze this weekends BlogUp question: Twitter: Podium vs. Network as an example.
As a podium, Twitter can be an effective tool in broadcasting your message to your audience. This can and has been used successfully. Think of popular Twitter podium broadcasters such as The White House and Justin Beiber.
As a network, Twitter is very good at connecting like-minded people in dialogue and debate via Twitter-Chats or by following hashtaged-conversations. The offline and Beyond 140 business networking that occurs within the very group that spawned this topic is a great example of Twitters effectiveness as a network.
Each has been used successfully. I wouldnt criticize any business for choosing either one of these tactics as a communication channel, but consider how much more rewarding the effort would be if you combined the two?
As this blog professes, creating Social Roadmaps is the most successful path to marketing success. Marketing today is about conversations. Conversations can be started with an announcement (Podium), but to capture modern, hyper-connected consumers you must go beyond the announcement and engage in real conversations or allow for conversations to grow amongst your followers (Network).
So the question is not what Twitter is a Podium or a Network its how do you use each to successfully leverage the medium to achieve you goals.
What do you think? Good announcement? Get involved in the network let us know what you think below!
By Sam Fiorella
Feed Your Community, Not Your Ego
Follow me on Twitter
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