Twitter chatter

Adverblog is the latest to ask the familiar question:

What’s the value of Twitter for a brand? It’s just a question of feeling cool and up to speed with the 2.0 era? Or there is (or there could be) more? Is there any brand out there using Twitter fully exploiting its conversational potentials or is it just another broadcast channel?

In a way, the overheated emotions about Twitter are a good example of the medium/message problem: It’s just another way of potentially expressing something, and that is inherently less interesting (to me) than what’s being expressed. I’ve been asked about Twitter a lot, and on precisely one occasion has the question been interesting. It was in the recent Q&A for Crafty Bastards, and if you have read that then you already know what I was asked and what I said, but if not, here it is, answer after the jump:

Q: What do you think of Twitter as a marketing tool? Are people more likely to buy from Zappos because they know what the CEO is having for dinner?

A: People ask about Twitter a lot, but this is actually the first time somebody’s asked me about it in an interesting way. Because it actually might be helpful to Zappos that people can find out what the CEO is having for dinner. In a weird way that kind of plays into something that I think is real, which is that for all the tech “empowerment” going around, and all the talk of “transparency,” shopping remains pretty alienating in a lot of ways. It can be really hard to get the information you want about how something is made, and so on.

Obviously knowing what the CEO had for dinner has nothing to do with that. But it does at least humanize the guy, sort of. And there’s probably a segment — a small segment — of the Zappo’s audience that responds to that.

That said, a much bigger segment, I’m sure, is attracted by their return policies and the other real aspects of their business. That’s the real key, I assume, to their success.

Which brings up a recurring theme in my conversations with business people and marketers for big companies. They don’t want to make big substantial changes to their businesses, they want to do something quick and easy and totally trivial to change their “image.” Having the CEO use Twitter would be a perfect example of that, actually. I’m sure there’s a consultant somewhere getting paid a lot of money to tell some CEO that if he wants to have Zappos’ success, he should get on Twitter, pronto.

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