When it first appeared on the social networking scene, there wasn’t much benefit in Twitter for marketing. Twitter was dominated by mindless chatter and too much useless information about everyday activities. But now, things are changing.

The early Twitter asked, “What are you doing?”, which solicited a lot of pointless babble about what was being eaten for breakfast, who was their favourite on American Idol, and how someone was feeling. Twitter was not taken seriously at that time, and most tweets were either frivolous banter or social grooming.

However, the new Twitter asks, “What’s happening?”, as Twitter positions itself to become a source of news and information. Now, people actually look to Twitter to receive up-to-the-minute news and keep track of what is happening in real time. And, they’re not just watching general news. Twitter users are keeping an eye on events that affect their niche, and getting instant updates due to Twitter’s instant capabilities.

As a marketer, you can make great use of this new Twitter. By providing good niche-related news and information to your Twitter followers, you can position yourself as an authority - someone your Twitter followers start listening to as a source of good information. When your Twitter followers become conditioned to listening to your tweets, you can start adding promotional tweets into the mix. By retaining your position as a provider of valuable information – preserving a good ratio of informational tweets to promotional tweets – you’ll get good response from your Twitter followers.

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