Social Media, Twitter, and the “Why Factor”

@ivybean104 on Twitter

One of the top social media blogs that you should be reading is Mashable. Yesterday they reported on a British woman by the name of Ivy Bean. There are a number of things about Ms. Bean that make her remarkable. First and foremost, she is 104 years old (people call me old, but she’s more than twice my age!). The second thing that makes her remarkable is that she is also on Twitter (@IvyBean104).

Mashable reports that she has 32,o0o followers. When I checked out her Twitter page I discovered that she was actually rapidly approaching 34,000 followers. (She now has over 40,000 as of the publication time of this blog). Much of that growth is due to being featured in a blog such as Mashable, as well as an appearance on CNN. But WHY does she have so many followers? Simply because of those two facts: she is 104 years old and is a Twitter user.

For those using Twitter as part of their marketing mix, this should make us think. What is our “Why Factor”? Why should anyone be following us on Twitter? Why should anyone be paying attention to what we do on Facebook, or on our blog or website?

In the end, what is remarkable about us? Assuming none of us is 104 years old, or a celebrity, we might need to do a little more work. We can’t just rely on longevity. So what makes us, or our business/organization, remarkable? What are we bringing to the table? Are we tweeting things that are of interest to a certain segment of the twitterverse? But it can’t be just a gimmick. The folks I know on Twitter are pretty darn savvy and have little tolerance for anything that looks like a gimmick, or even like a traditional sales pitch.

Remarkable? How about a company like Comcast. Most of the time when I hear someone utter their name, it’s usually in the form of some sort of invective and is often followed by a string of expletives. But Comcast has discovered their “Why Factor” on Twitter. For them (@comcastcares) it’s the great customer service they offer, that often cuts through the redtape and lengthy waits you often experience on hold or in phone-prompt hell if you call them. For other’s it may truly be that they offer a remarkable product…or that they are consistently tweeting information that people find interesting or useful.

Some local businesses/individuals, none of whom I’m involved with on a professional level, that are doing a good job include:

@Wisegrass – Quick. What’s your first reaction when I utter this phrase: Lawn Care. Did you jump up and down with excitement? Probably not (sorry, Paul), but here is someone who does a great job of tweeting both as themselves, and as a business. People around Lancaster know Paul from Twitter and also appreciate the real advice he offers on lawn care, much of which can also be found on his blog and website. Paul is a real human being who interacts with others on Twitter.

@HIAAirport – What? An airport? On Twitter? That was my reaction when I first discovered that our local airport, the Harrisburg International Airport (MDT) was on Twitter. What could an airport possibly have to offer that’s interesting? Not an airline, mind you, but an entire airport. But I’ve learned from them (and the woman behind their Twitter account – @Airport_girl) some valuable lessons. They engage in dialogue about all things travel-related, and provide very real information, even to someone like me who hasn’t even flown in a few years.

@CPBJ – The Central Penn Business Journal is, in many ways, your typical print publication. Their main Twitter account is mostly an RSS-type feed spitting out their articles. But what makes CPBJ valuable is that many of their reporters and editors (@jbairy, @andreacecil, @Paula_Holzman, et al).

Other Central PA locals who are doing a good job include: @hiramring (a local musician who blogs and vlogs his tours) and @splintergirl (who works for a local timber frame company), to name a few.

As you look for YOUR “Why Factor,” keep one thing in mind: when it comes to social media, it’s not about you. It’s about the community. Put the community first, and you have a better chance of reaping the benefits of that community.

What is your “Why Factor?”

Tagged as: Community, Mashable, Social Media, Twitter