With the Internet’s rapid expansion in available functions and tools for expressing ourselves, we have seen how an individual can use many different forms of social media to express his or her thoughts and ideas. This ability to express ones self has also opened an opportunity for businesses to effectively market their organization. With the growing use of Microblogs, “a form of blogging that allows users to write belief text updates (usually less than 140 characters) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user” an organization or individual can develop an online following by releasing statements or posting links to information through text-messaging, e-mailing, and many other forms of communication (socialtraining.wetpaint.com). Microblogging has allowed for users to tune into the finer details of their ‘friends’ lives, and realize commonalities that perhaps may not have been discussed before.
While many individuals use microblogging sites such as twitter as a means of social networking with their friends, there are also ways that an organization can leverage this social tool to be a functional resource. Companies such as H&R Block have used Twitter to talk taxes with its clients, CNN posts its headlines on its twitter page for followers to link to headlining news articles, and Oprah has used it to encourage viewers to tune into her show. While a small text file can have a great influence on your communication with your clients, it can also cause problems where a post can be read in an incorrect context. On the contrary, one could argue that “tweeting” encourages both consumers and marketers to get straight to the point with their opinions and the message that they are trying to convey their followers.
Microblogging is a concept that is proving to be very effective for both business and personal use; however, concerns are still arising regarding the issue of regulation on the content that can be posted on sites such as twitter. With sites like twitter having such a rapid rate of growth, it is in their best interest to develop a policy for the content that can be displayed and distributed via microblogging. Associations with information that is not seen to be socially respectable would damage the future use of microblogging sites by businesses that were using it as an effective marketing tool.
