Consulting Tips

A Theme Song for Twitter

By October 2, 2008 One Comment

I was on a panel yesterday discussing Social Media for Business at the Philadelphia Ad Club. Lisa Leonard of LisaLeonardVoiceWorks, L. L. C.  was our host and moderator.

Annie Heckenberger of Red Tettemer talked about using Twitter. I talked about using LinkedIn. Oliver Picher of Visible Influence  talked about a frame of reference for thinking about Social Media in general.

Oliver showed a graphic created by Matt J. McDonald which creates a current snapshot categorizing social media overall. You can find Matt’s entire article in his blog.

Graphic By Matt J McDonald of

I’m betting there are logos in this graphic that you recognize and some you don’t. (Click on the graphic to see a larger image.) My take away is that social media is changing how the business world communicates and we had all better figure out how to participate.

Instead of a one-way stream of information from the business to their potential client, the preferred communication model has become a conversation. As in all conversations, you don’t get to control what is said. It just happens. And as in all conversations some of them are memorable and some evaporate as soon as the words are out of your mouth (or the letters are transferred from your keyboard I suppose).

You have got to find a subset of those tools that work for you. I am not suggesting that they replace all of what you do today but you have to add to them to the portfolio of solutions you employ already. You can stumble upon (pun intended) the right choices for you, as I did with LinkedIn, or you can employ some sort of systematic approach to the challenge.

There are many to choose from but one that resonates with me is the approach authored by Josh Bernoff in his book Groundswell, winning in a world transformed by social technologies.  Bernoff calls it the POST Method. It’s an acronym which stands for P(eople), O(bjectives), S(trategy) and T(echnology).

It is what all sales campaigns are about at their core. Decide to what companies you would like to sell. Figure out what problem you, your product, or your service, can solve for them. Decide on a sales strategy for that type of client. Then and only then decide on the technology to employ, or in sales terms, figure out the tactics to employ which enhance your likelihood of winning. Think about it; it makes sense.

So why did I title this blog entry – A Theme Song for Twitter? I got intrigued by what Annie Heckenberger had to say yesterday about Twitter. I was already using a twitter-like widget in LinkedIn to keep my network informed about what I was doing in relation to my business. It’s called the “status” widget. You enter a brief description of what you are doing, what event you are attending, etc. and it is posted to the LinkedIn home page of all your 1st degree contacts. Facebook (they had it before LinkedIn, maybe before anyone else) and almost every other social network have an equivalent tool.

Twitter takes it to a different level of engagement. See Twitter in Plain English video by CommonCraft to understand it better. With Twitter you can keep your network of friends and colleagues updated about your life on a minute by minute basis if you wish, 140 characters at a time. You can update what you are doing via a browser or you can do so with your favorite smart phone. Some people, like Annie, are admitted Twitter junkies. I am now committed to see how it might fit into my social networking strategy. If you are interested in following me (Twitter speak for reading what I have to say) my handle on Twitter is “edcallahan”.

Twitter has a term for the micro blog entries on its service; they are called “Tweets”. So it just seems right to me that the Twitter theme song should be “Rockin’ Robin” by Bobby Day. Despite the fact that most of you will never have heard this song (it was first recorded a long time ago) I think you might agree with me.

It goes like this,-

He rocks in the treetops all day long
Hopping and a-bopping and singing his song
All the little birdies on Jaybird Street
Love to hear the robin go tweet, tweet, tweet

[CHORUS] Rocking robin (tweet, tweet, tweet)
Rock, rock, rocking robin (tweet, tweedily dee)
Blow, rocking robin cause we’re
Really gonna rock tonight
(Tweet, tweet, tweedily dee)

What do you think?

There are many alternative theme songs posted on YouTube. Click here for one of them. And if you want to hear Bobby Day sing the song you can buy it on Amazon.

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