Since I started on Twitter back in 2009, I never saw it as an effective customer service tool. The limit of 140 characters does not allow enough room for brands to be specific when addressing customers. Personally, I believe Facebook and LinkedIn are better tools to talk to customers.
So, what role can Twitter play when it comes to a social media strategy?
Well, how about a public relations medium?
I’ll admit, I’m taking this idea straight from Seth Godin. If you look at his Twitter stream, all he has are tweets with links to his blog posts. He is just letting you know that he has a message for you and gives you a link for you to read it.
I’ll take it a bit far: let’s share the links for all of our brands’ activities – I’m talking about blog posts, news releases, videos, special offers – anything you have.
Use Twitter to let your target audience know they can get access to a message you want to give them. And remember, you can always use Facebook and LinkedIn (and hey, even your blog) to communicate and engage effectively with your tribe (Seth Godin term there).