The last few years it has become quite common to send greetings to friends and family on Christmas Eve via text messages, SMS. But this year telecom operators in Sweden, Norway and Denmark report a significant decrease in the number of messages. In Sweden, the four operators Tre (3), Tele 2, Telia and Telenor distributed a total of 72.5 million text messages on Christmas Eve, down from 76.5 million in 2009. In Norway, Telenor report a decrease with 5 million text messages compared to 2008, this year Norwegian customers sent 17.1 million SMS. The same pattern can be found in Denmark, where Telia report a decrease by 1 million SMS.
The operators claim that the reason behind the lower volumes is an increased use of Facebook and other social media. The conclusion is supported by the fact that data traffic has increased during this Christmas compared to previous years, most likely because customers are taking photos and uploading them to Facebook and other social networks, where they share it with friends.
Swedish businesses are starting to explore Twitter with varying degree of success. SMS loan company Folkia recently launched its Twitter account and quickly added several hundred users to follow, something that was discussed on Jaiku. It also published only promotional information about their own services and a few days later the account got suspended.
The same strategy was used by Myspace Nordic which added some 2,000 people in a few days. This procedure is called “aggressive following” (a large number of people are followed in a short amount of time) and is one reason (update: new link) a Twitter account may get suspended.
With these incidents in mind, here’s 10 advice for businesses that are about to engage on Twitter (parts of this is also published in Dagens Industri today).
- Be clear about who the sender is. Is this the official Twitter channel then make that clear. If you can specify who is doing the tweeting it will be easier to get a more personal relationship with the company and it will also set the right expectations.
- Twitter is a great tool for listening to customers and for dialogue in general. Answer direct questions and comments that are directed to the company on Twitter.
- Give your followers something of value for following you. Share your knowledge, both from your own company but also from other sources. Excessive linking to your own site might be considered spam.
- Retweet good tips from others. It shows your are willing to give cred to others and that you are up to date on things within your line of work.
- Use common sense. All information (apart from Direct Messages) are public so normal confidentiality rules still apply.
- Respect the privacy of others. Just because you have heard that transparency is the new black, that doesn’t mean it is ok to tweet about colleagues without their approval.
- Add other sources of information to your Twitter feed if you think they are of value to your followers. It might be press releases, Flick photos, YouTube videos or promotional offers. But be careful, a feed with just press releases is extremely boring.
- Don’t ask for retweets, unless you are posting a question you want many to see. That’s something you deserv by posting interesting information.
- Don’t start following hundreds of people at once. It is called aggressive following and is one reason your account may be suspended by Twitter. But adding a small number of interesting people may be a good way to start building your network.
- Avoid ghost twittering if you can. You can support the person in many ways but in the end the words should be his/her own.
Here are some examples of Swedish businesses on Twitter (many taken from a list on Webbsverige).
Telia Sonera Services