Twitter benefits for B2B?

So… Twitter have published a guide to Twittering for Business.  It’s a great basic overview and I believe that Twitter can be a real asset when it comes to:

• Online PR – getting to journalist first and with the latest news. PRblogger details a huge list of UK Journalists actively using Twitter.
• Joining the debate- responding to positive/negative comment that is already out there in the public domain and fighting any fires. Examples include the “Bruno” case mentioned in Buzz study where negative tweeting is thought to be one potential cause for a decline in box office sales.
• Gaining instant customer feedback on company strategy, like Woolworths who use the site to test demand for potential products before sourcing them.
• Raising the profile of campaigns or running specific Twitter offers like Dell (unfortunately for our company running mass offers like this is not viable but we can definitely use Twitter in support of other campaigns).

These are fantastic benefits for a ‘free’ resource but as a marketing manager, heavily defined by my return on investment/resource, how do I go about proving that there is the potential for  true lead generation through this media?

To be continued….

CM 

* I’ve set up an account with Twitterfeed to see if I can make the titles of my blog automatically show on my Twitter page - fingers crossed!

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