Basics of Social Media – Lesson Six: Microblogs

What is Microblogging?

Microblogging is a form of blogging that allows users to write brief text updates (usually 140 characters or less) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging, instant messaging, email, MP3 or the web. The most popular service is Twitter. Recently, however, many new services, with the same feature of microblogging are being born.

The popular social networking websites Facebook, MySpace and LinkedIn also have a microblogging-like feature, called “status update”.

Microblogging has often been criticized for the trivial nature of some of the messages but it is slowly making its way into mainstream organizations. Private and Public organizations are using microblogging to quickly broadcast vital information. Companies are already using microblogging to create more opportunities to engage audiences and employees.

How does this apply to wine PR & marketing?
This is a new medium and, more important, a new generation. This is the hot thing now with Gen Y and Millennials. Some think that microblogs are one of the most revolutionary messaging systems to come out since AOL Instant Messenger. It allows groups of users to simultaneously engage in conversations all at the same time, similar to being in a “chat room”. As a PR professional this can be a golden tool if utilized properly for personal reputation management reasons. Many underground conversations go on within microblogs that never make it to the blogosphere or news sites. It can be a useful location for breaking stories and general topics.

More and more, marketers are jumping on board the microblog bandwagon. A microblog’s power is in authenticity and transparency. Consumer can find tremendously compelling products via microblogs simply by engaging in conversation with people. There are a number of folks on microblogs who have recognized the power of them as a medium for promotion, yet they engage their followers in conversation – sometimes unrelated to their product. Take for example, Jim Long (NewMediaJim) on Twitter. Jim works for NBC. He does not promote NBC directly in what he does, yet everyone knows that NBC is his employer and based on that knowledge, it’s very insightful to read his posts about his his career and his opinions on new media. On the other side is the TodayShow, the official Twitter source connected to the NBC morning show. Here is an example of how NOT to do Twitter marketing in my opinion. There is no conversation. There is attraction to follow them on Twitter. It is a public relations office releasing press releases over Twitter in 140 characters or less.

I use Twitter to connect with wine bloggers, wine enthusiasts, and social media junkies like myself. Recently, I used Twitter and my blog to promote my client’s new harvest intern blog. Along with email, this was a great method of getting the word out. It worked because I am a member of the community and peopl know who I am. Another great application for a microblog would be an online tasting. Bin Ends Wine, an online retailer, conducts monthly “Twitter Taste Live” seminars where a special guest “tweeter” conducts a tasting all over Twitter. I also forsee this working for a winery media tasting.

Most Popular Microblogging Sites
Twitter – twitter.com
Blogger – blogger.com
Jaiku – jaiku.com
Pownce – pownce.com
Beemood – beemood.com
Twoorl – twoorl.com
Yonkly – yonkly.com
Kwippy – kwippy.com
Microblogr – microblogr.com
Bright Kite – brightkite.com
Plurk – plurk.com
Spoink – spoink.com
Second Brain – secondbrain.com

Tags: Microblogging, Social Media, twitter