Four Tips for Twittering BtoB

By Francesca Fedele

Twitter has gone from a quirky techno geek fad to a mainstream communications tool…kind of. A lot of people Twitter and a lot more people talk about it. It’s become the next big thing. Maybe it’s the lean times that makes 146 characters at a time seem refreshingly economical. But it may also be that Twitter is the perfect marriage between mobility, accessibility, and brevity. It allows you to share thoughts, links, and photos with a group that chooses you for either who you are or the information you’re providing.

Many see the strengths of Twitter as severe limitations to what it can to for BtoB, but often this is based on assumptions about this tool that are just plan incorrect.  It can be a viable BtoB tool.  Here are a few tips to building on Twitter’s strengths and avoiding its weakness in helping build more B in BtoB:

1.) You Don’t Have to Write Something New Every Ten Minutes
Twitter can actually feed off of any RSS feed or blog. So a press release headline, latest product update, new service — all this can go out on your Twitter feed without writing a single extra word.  Yes, there is some time and effort put into infrastructure, but it can save time in the long run.

2.) Humor isn’t Necessary
Your Twitter feed doesn’t have to be clever to be successful. It started as a social tool that people used to say who they’re drinking with — but as a business tool, it’s just a great way to communicate quickly.  Wit, charm, and irony are all hip, but you don’t have to be.  Get across good information about your products and services and you’ll do just fine.

3.) It’s Not All About You
Twitter is not just about you posting information — it’s about following other people’s posts. They may be customers, vendors, or prospects — you can follow them and even post the RSS stream of messages from that group. This could be great at a product launch, for example, where customers could instantly post their comments and opinions.

4.) You Don’t Control the (Whole) Message
Actually you never really controlled the message before.  You just influenced it.  The same holds true for Twitter.  As stated above, others are free to say what they want about your products and services. It’s best to embrace this. Yes, you can block a user from posting on your feed, but, for the most part, being part of the conversation is better than not being part of it.  Take the good with the bad and you’ll come out on top.

Francesca Fedele is an Account Associate in the London office of ABI.

Audio: Position Value Not Cost

Simona Georgescu talks about positioning a company’s unique value proposition. She stresses that a company needs to do more than talk about lowering costs.

Interphex and the Economy

Much of the reporting today from Interphex (listen to all of the podcasts from Interphex here) has referenced the economy.  We’ve had a huge response to these casts and we’ll continue to post them.  For all the new visitors to Trendspeak, don’t forget to check out ABI resource on the economy at:

http://www.abipr.com/economy

Audio: Components and Services Fair Well At Interphex

Jen Sprance reports that companies promoting components and services are seeing traction at the show due to the slow economy:

For all the new visitors to Trendspeak, don’t forget to check out ABI resource on the economy at: http://www.abipr.com/economy

Audio: Now Is the Time to Launch

Simona Georgescu reports on why now is the right time to get the word out on a new product or service at Interphex and beyond:

For all the new visitors to Trendspeak, don’t forget to check out ABI resource on the economy at: http://www.abipr.com/economy

Audio: Jumpstart Launched at Interphex

Alan Isacson, president of ABI, speaks about jump starting new products and services in the Life Sciences in a three step program.  ABI is launching the program this week and will be posting more information on its website.  In the meantime, if you’re interested in learning more, email Simona at simona@abipr.com

For all the new visitors to Trendspeak, don’t forget to check out ABI resource on the economy at: http://www.abipr.com/economy

Audio: The Benefits of Flexibility

Daniel Sorrell, reporting from Interphex 09, speaks about promoting the value of flexibility and the need for life science companies to promote its benefits over technology features.

For all the new visitors to Trendspeak, don’t forget to check out ABI resource on the economy at: http://www.abipr.com/economy

Audio: Interphex Begins

ABI is reporting on trends in the life sciences from Interphex ’09 in NYC this week.

Here’s the first podcast from ABI’s Life Sciences Director Jennifer Sprance.

AUDIOCASTS FROM INTERPHEX 09

INTERPHEX is an important international tradeshow covering the Life Sciences.  ABI’s Life Science team will be there working with clients and the media.  But they’re also going to take time out to report on many of the trends they’re seeing at the show.  We’ll post those audiocasts here on Trendspeak.  It should be an opportunity to see how the Life Science market is reacting to the economy as well as to growth trends in medicine.  Anything you think they should cover?  We’d love to hear your comments below!

Listen to the audiocasts here: Link

From ABI’s press release:

Agency Will Report on Trends & Opportunities from Show Floor

ABI announces that it will report via audiocasts from INTERPHEX ’09 (March 17 – 19 in New York City). Representatives from the business-to-business marketing public relations agency will speak about trends at the show and how companies are communicating new products and services. The audiocasts will be posted on www.abipr.com and www.trendspeak.com as well as on the agency’s YouTube Channel ABIMarketingPR (http://www.youtube.com/ABIMarketingPR).

“Strategically communicating the business value of new products, services, and expertise is vital in the Life Sciences,” said Jennifer Sprance, ABI’s Global Director of Life Sciences. “We will be providing perspectives on trends affecting the industry and reporting on how companies are acting on those trends. We will also be offering strategies that companies can use to discover opportunities in the life sciences marketplace.”

INTERPHEX (www.interphex.com) focuses on technology, education, and sourcing of products and services that drive scientific innovation for the Life Sciences from drug development to market.

ABI focuses exclusively on BtoB marketing public relations for a wide range of businesses. It has a particular focus on the Life Sciences, helping suppliers to pharmaceutical and medical device companies all over the world grow their businesses with strategic communications programs. ABI works with these businesses from its offices in New York, London, and Singapore.