Per Jenn Cornell: "Twitter is a short way of saying what you're doing."
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In this brief snippet, Jenn Cornell gets at the essence of Twitter: a short way of saying what you're doing. Part of its beauty is that it is casual. You don't have to be friends with a person to follow their updates, just be interested in what they're doing. Twitter's chief value: speed and reach of responses from your followers.
How social media sites like twitter and facebook are continuing to be game changers for traditional PR clients.
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As related by Jenn Cornell, public relations credibly connects a company's messages with target audiences, particularly potential customers. As such, messages cannot be purely self-serving but must fulfill the audience's information needs. Jenn begins her client engagements by first diving deep with them to understand their core strengths and only then turning to near term business objectives.
Social media sites such as twitter and facebook present new ways to connect with the public, and Jenn is currently using these tools with about 40% of her clients. Their main advantage is that they allow direct engagement with potential customers without intermediaries. Her goal is to get all of her clients with either broadly appealing products or a consumer orientation using these tools. By contrast, all of her clients can use tools like Google blog and news alerts.
In a follow up episode, Jenn will describe the differences she sees between facebook and twitter.