Groundswell chapter 10: Twitter

images twitter

Chapter 10 of Charlene Li and Josh Bernoff (2011), Groundswell elaborates on how organizations can use Twitter to achieve their objectives, identified in my previous blog, which includes talking, listening, energizing, supporting, and embracing.

Twitter is a very powerful social media tool that that enables users to send and read short 140-character “tweets”. Unlike Facebook, Twitter offers a faster newsfeed and trending topics, opinions using hashtags. You can talk to anyone without their approval, but not usually used. Businesses have the opportunity to reach out to an target audience. However, responding to a large crowd can sometimes get out of hand. Celebrities are looked up at and sometimes get into hot water for their tweets.

Li & Bernoff (2011), offers tips to new organizations to engage with customers on Twitter. One is to secure your accounts to avoid imposters. Another is to listen before tweeting by observing relevant industries and hashtags. Also few staff members can tweet frequently to customers and add twitter in the training program. Additionally, using it as a marketing tool, and engage frequently by retweeting, following, and sharing links.  For example, I work for Hudson’s Bay and they are very active with their Twitter account and tweet their latest trends, in order to attract their target market.

Even though not everyone uses Twitter, it is still a mean for businesses to communicate with their target market. Keeping tweets short is appealing to the eye and gets right to the point. Importantly, Twitter is for all ages and it does not matter what industry you’re in, you can still join Twitter and engage with the world respectively.


Li, C., Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technology. Boston, MA: Harvard Business Review Press.


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