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Social marketing and business expert Thomas Power gives business advice on running a successful Twitter based marketing strategy:

“Now here's the breakthrough for me. Because Facebook and LinkedIn and Zing are closed, selective, and controlling. So we have a philosophical difference now, between Twitter and those networks. Ecademy is open, random, and supportive like Twitter. LinkedIn, MySpace, Facebook, Zing. All closed, selective, and controlling. All managed. All under control. Twitter comes along. Open, random, supportive. Say what you like, do what you like, speak what you like. So much more complex for them to manage, but much more like the real world, which is open, random, and hopefully, in parts supportive.
 
“So then people say, well how do I get my money back on this thing? You know, if I put time into it. Well I think the first thing to do is to put somebody, either yourself or someone in your organization, in charge of monitoring the conversations around your area of expertise. For me that might be to do with professional services. It might be to do with networking. It might be to do with new business. For Microsoft, it might be to do with software. For Norton it might be to do with anti-virus. But choose the word. And then I think then what you need to do is lead the debate on your hash tag. Don't dominate it, because that's too much broadcast. But be the thought leader on your particular hash tag. For Avon that might be to do with cosmetics. For General Motors or Chrysler or Fiat, that might be to do with cars or eco-cars or battery cars or hydrogen cars. And you can follow those debates. But put someone on who's got the responsibility to follow that conversation. To summarize that conversation into a short text or email. And ship that off to executives and directors and senior managers in your organization. Our your peers in your own organization.
 
“So this is what people are talking about in the world right now that relates to my stuff. Or our stuff. To do with products, to do with markets, to do with sectors. So you've got an ear to the ground. But here, your ear to the ground is an ear to the ground of the whole world. In real time, with all the languages and all the cultural differences as well. Very powerful. Having an ear to the ground of the whole earth. I've never seen anything like that before. So I think it's possible that Twitter could become the biggest website in the world.
 
“So how do you bring a new application into the world, inside a network, and inside all the other networks, and people just adopt it. There must be something about which is very intriguing. And it's when people embrace the open, random, and supportive they'll see the intriguing power of Twitter. Because it's a superior philosophy, in my view, to closed, selective, and controlling, which is what all those networks behind us have. And they're going to have to change to ORS from CSC. Otherwise they're going to get left in that closed, selective, controlling world, which is institutional thinking. So you've got modern networks with institutional thinking. And then you've got Twitter and Ecademy with open, random, and supportive thinking. Ecademy is old. Almost an antique. An antique dot com, if you like. And Twitter's a new.
 
“But they have the same philosophy. And we're now in a philosophy battle between network thinking and institutional thinking. Between closed, selective, and controlling, and open, random, and supportive. That's the new world.”

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