33. Microblogging

What it is:

Basically, we're talking about Twitter. At 140 characters, the limitations on content are severe. But the speed and reach of the microblog create an almost real-time context for conversing with your followers. Better yet, handy search tools make microblogs an excellent thermometer for checking hot issues and emerging concerns.

A cool tool for:

• Directing attention to deeper content elsewhere
• Keeping abreast of hot issues
• Positioning as a trusted content resource

Not so hot for:

• Crafting in-depth messages
• Making sales pitches
• Reaching non-microblogging audiences

JETBLUE
	By its nature, travel is very much an industry on the move with a very mobile customer base. Jet Blue has taken flight with a Twitter presence that addresses customer needs and gives the company important insights on its customers' concerns.

3 key play points:

1. Remember, your customers are already talking about you on Twitter. The question is, are you able to hear what they have to say?
2. Give up the illusion of being in control. You're not, so why invest time and money pursuing it?
3. There's a wealth of excellent tools to help you manage Twitter more effectively, including TweetDeck and HootSuite
   

Bonus Links:

• Is Twitter a Conversation or a Broadcast courtesy of Brian Solis
  
•  12 Ways to Find Brands and Companies on Twitter via TopRank Online Marketing Blog
  
• Why Twitter Doesn't Work courtesy of Tisha Torrey
  
•  How to Use Twitter as a Customer-Service "Conversational" Tool by Rex Hammock
  

Chapter 32 - Content Platform

Chapter 34 - Video