In Schaefer’s article, he discusses the common belief among businesses that Twitter is simply not worth the hassle. Although espousing Twitter and all it’s many assets, Schaefer says, “I’ve come to realize the answer is no — it’s not for everyone.”
But then the question is begged, who is Twitter for and who should stay away from Twitter? Schaefer never answers the latter question. However, he does say, “If your customers are not engaging in this platform you’re going to waste a big wad of time on Twitter and get frustrated.” He also mentions certain professions like doctors and lawyers, where confidentiality and protection of information is pivotal in their fields.
I do agree with Schaefer’s assertion that some professionals should stay away for legal reasons. I mean, I wouldn’t want my doctor Tweeting “just treated Marc for some major AIDs #ihatemyjob.” However, I do find it hard to believe that any business would do any harm by being on Twitter. In fact, I would even venture to say that just about every business would gain in some way by using the social media platform. Sure, some businesses would experience minuscule gains that they may not even be able to see, but other companies may prosper like they never thought possible.
Not only is the amount of people on Twitter growing daily, but also, so is the demographic. Every day, more and more people from different backgrounds join the Twitter community. This is key from a marketing standpoint. Rather than needing to waste effort by using countless mediums in order to reach each and every demographic you are attempting to target, Twitter is nearly one-stop shopping—but not completely (as I’ll explain later).
However important Twitter may be, there is one problem with Twitter that Schaefer overlooks. We live in a world where so many people (generally ages 30-40 and up) are unfamiliar with how to use computers. This creates a two-way problem. First, it limits who the communicator of a message may be. In other words, it limits many companies who are run by people who do not know much about computers, much less a web-site like Twitter. Granted, Twitter is a fairly user-friendly website. However, I would nearly guarantee that just about everyone that is using Twitter already had a background in computers before they started.
The other problem with Twitter is the users it targets. Not every company targets to a demographic that is on Twitter. Take AARP for instance. Would it be smart of AARP to use Twitter as their main marketing tool? Probably not. Although Twitter can still be used by AARP for reasons other than marketing and communicating with their costumers, it would not be wise of them to put too much focus on Twitter.
In the end Twitter can be an excellent tool. Nearly every company can use Twitter and experience some type of a gain. However, companies also need to be weary to not focus simply on Twitter or any other social media website for that matter, but to also use traditional marketing techniques in order to hit every demographic possible.