Soundview Executive Book Summaries

A Little Bird Told Us

I saw a great commentary on Fast Company‘s Web site written in response to an article on Breitbart. Both articles deal with the use of Twitter by White House staffers to help spread the message of the Obama administration. Government, like business, is still attempting to discern the best use of social media as a means to both communicate with the public and raise awareness of its message. The author of the Fast Company article makes an interesting case that many of the individuals who intensely follow a social media conversation during a campaign may not continue with the same fervor once that elected official is in power. As the writer put it, “People just want the powers that be to roll up their sleeves and get on with the job of improving people’s lives.”

There are definite limits to the amount of interaction an audience wants with the content source. Your audience may want to hear from you in detail when your company is approaching a product launch or has an announcement about changes to an existing product or service. They may not want to hear about the new office furniture your company just acquired. However businesses have to be cautious to not stay offline for too long. The speed of change that occurs in the world of social media means that a two-day absence is the equivalent of two weeks in the minds of your customers. Stay in touch but be certain to provide information that is compelling enough to make followers want to stay tuned in.

How does your business use Twitter? Do you have a set number of posts you try to achieve during a day? I’d be interested to hear your feedback.

For an informative read on the way to use social media, check out Soundview’s summary of Trust Agents by Chris Brogan and Julien Smith.

And don’t forget, you can follow Soundview on Twitter by clicking on this link or looking for us at


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