Twitter is an online social networking service and microblogging service that enables its users to send and read text-based "tweets" (messages of up to 140 characters). Users 'follow' accounts to receive the latest stories, ideas, opinions and news about what they find interesting. Unregistered users can read tweets, while registered users can post tweets through the website interface (twitter.com), SMS, or a range of apps for mobile devices. Since its release to the public in July 2006, Twitter has become one of the ten most visited websites on the Internet. Definition in part from Twitter and Wikipedia
People like to see ‘behind-the-curtain’ ... Sometimes you get biggest response from some of the crazier things you post
Keeps 'brand enthusiasts' (fans) active through engagement, deepening the fan relationship
Personal, conversational
Free to sign up and use
79% of US users are more likely to recommend brands they follow
67% of US users are more likely to buy from brands they follow
140-character format, along with multiple smartphone apps, lends itself well to mobile use - opening up the potential for on-location (and on-the-go) posting
Self-identification -- fans choose to follow or like their favorite people and/or organizations, voluntarily identifying themselves as 'fans'
Potential Pitfalls:
The immediacy and availability of Twitter raises the risk of tweeting something you shouldn't have
People don't always think before they tweet, say something in the heat of the moment, only to regret it later
TMI syndrome - companies run the risk of employees sharing confidential information, trade secrets, intellectual property
Behind every tweet is a human, and mistakes can happen
Organizations can find themselves in the crosshairs for tweeting the wrong thing