Ask the Expert: What is this Twitter thing?

"I keep hearing about Twitter. Is there really any value in it for businesses?"

The exploding popularity of Twitter is rivaled only by the volume of media coverage of the new service — first among technology publications and bloggers, and increasingly in the mainstream media. Here's why you need to pay attention, even if your first impression is that it's a waste of time.

What are you doing?

So what is Twitter? At the most basic level, Twitter lets you send a very short text message — a maximum 140 characters, or exactly the length of this sentence. Anyone who has chosen to follow you will see your message, and you'll see messages from everyone you decide to follow. You can send and receive messages through the web site, various web browser plugins, or a mobile phone or PDA.

The web site asks one simple question: "What are you doing?" Tweets, as individual messages are referred to, can address that question directly, ask other questions, make comments on other tweets, or say anything at all, really.

Twitter is often compared with Facebook status updates — without the rest of Facebook. But that really spins Twitter the wrong way: yes, plenty of people tweet about what they had for breakfast or the cute girl at the end of the bar. What you need to know is that people are also tweeting about their experiences with your business — and you should be part of the conversation.

Who's doing it?

There are a couple of popular examples. Comcast's exploits on Twitter have become a staple example — they've added Twitter as a new customer service channel. Online discounter Woot.com uses Twitter to promote their daily new product offering.

And now, so is BuyerZone. Find us at http://twitter.com/buyerzone or @buyerzone, in the Twitter style. We'll be using Twitter in a few ways: sharing useful business tips and tricks, letting you know of great deals on business purchasing, and more. Most importantly, we'll be listening to you. Have questions or comments for our purchasing experts? Tweet 'em.

What should you be doing?

We're not going to get into the details here, but here's a quick list of steps to take to start using Twitter for your business:

• Sign up — for free — at twitter.com.
• Use search.twitter.com to look for anyone talking about your business
• Use the Find People tool to look for customers, employees, and other people you'd like to follow (Following people is a great way to get them to follow you — but don't get spammy about it.)
• Look for people in your industry to follow. A simple Google search of "Twitter" + your line of business should turn up some ideas. You can also start with lists like Top 25 Twitterers and Twitter Services or Some Twitterers Worth Following.

There are plenty of tutorials and step by step guides online if you'd like more detailed guidance on using Twitter.

One important thing to remember: Twitter is not a traditional marketing channel: it's a way to have a conversation with real people. Potential followers will see all your recent tweets — if they're all promotional and self-serving, you're not going to get anywhere.

Who do you think we should follow? Or who's the best Twitterer you know? Let us know in the comments below — or message @buyerzone.

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