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Don't just sit there: Twitter

Ray Allegrezza, Editor-in-chief -- Furniture Today, February 9, 2009

Not that long ago, the word “twitter” was an intransitive verb used to describe chirping sounds.

But that was then, and this is now. Today, Twitter also is a noun used to define a form of social networking that allows people to stay in touch via quick and frequent answers to a simple question: What are you doing?

If you haven't already done so, you need to incorporate Twitter into your vocabulary and, even better, into your business. Here's why: Twitter, along with other social networking channels such as Facebook and MySpace represent the new communication link.

And please don't assume that these tools are only used by teens. President Obama uses Twitter. So do many other adults, who undoubtedly not only mirror your range of customers, they most likely include them.

My friends at ComScore, the company that measures all sorts of online metrics, recently reported that Facebook, which has grown by 10% each month since September, attracted 222 million unique visitors to its site in December.

Clearly, these social media sites are no longer just for kids. Companies of all types and size are using the sites to engage their customers And the beauty of the Internet is that a small company with a powerful Internet proposition has the chance to make a bigger and better impression than a corporate giant that has an anemic Internet presence.

You and I both know that the female consumer dominates the decision making when it comes to purchasing home furnishings. So, with that in mind, doesn't it make sense to target her online?

A new marketing report by Razorfish and CafeMom suggests that companies seeking to reach out to digital moms — the 32 million U.S. women with children 18 and under — need to incorporate social media in trying to reach this group. When Razorfish recently surveyed 1,500 digital moms, they found that this group has moved far beyond simply using e-mail and search to shop. Fully 65% are using social networks to help them in the shopping process.

So, if you want to engage her with your brand, don't just sit there: Twitter.

To learn more about the digital mom report, check out Razorfish at www.razorfish.com.

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