“I am about to launch a (business/book/seminar) and want to use Twitter to do it. Can you help me?”
I get asked that a lot. My answer is usually “yes … I can help,” but my advice is rather unsettling. Twitter probably won’t work to help your business unless you follow three best practices first, and this is enough to stop most people in their tracks.
Although it is certainly possible to have a short-term business success on Twitter, it is not probable without months—or even years—of work first. Behind every case study there are three factors at work, and these steppingstones are climbed only through a lot of preparation and effort.
Before we get into the details, I want to emphasize that there are many business benefits to Twitter that don’t require a lot of preparation, You can use it for market research, education, and customer service, for example, without the steps I am about to explain. But if you want to generate leads and sell something someday, pay attention to the advice below.
1. The network strategy