Twitter: A University Marketing Class Perspective

Posted by schneidermike on Tuesday, November 3, 2009 · View Comments 

I recently had the opportunity to represent Allen & Gerritsen in Marcia Gray’s Marketing and PR class at Boston College. The class was made up of about 45-50 juniors and seniors who are studying Marketing as part of their business curriculum.

twitter

Conversation

I started the class by talking about conversations. I told them that I was not there to lecture, but that I was a consultant and that I am used to having dialogues with my clients where they challenge my thinking. I assured them that I am not a social media expert by any means, but that I have some experience using social media that they could possibly benefit from. I then swallowed hard – half expecting that they would end up teaching me a thing or two. They did not disappoint me.

Poll

I started by polling them.

Who is using Facebook? 100% of the class raised their hands including Marcia and I.
MySpace? No one was willing to admit they own an account.
Foursquare? Huh?
Gowalla? Gowhatta?

The surprise was when I asked: Who is using Twitter?

Not more than 5 people. I expected 30-40%. I was off base. I bit my lip, fighting the urge to tell them why I thought that twitter was a necessity for them, and asked them why they weren’t using the platform. Here’s what they said:

  • I’m already on Facebook. Twitter is just another platform. Why should I bother?
  • It’s yet another distraction from school and real life.
  • My friends don’t have anything interesting to say on Twitter.
  • It’s tough to get started on Twitter. I don’t really get it.
  • I don’t give a ______.
  • You need to constantly leave Twitter to consume content.
  • One person sighted a cost in Europe for cell phone bandwidth.

I told them that their reasons for avoiding twitter were fascinating. I encouraged them to join twitter because it would open doors for them that they might not otherwise be able open. I told them that it would give them the ability to find like-minded individuals that they would like to get to know, network with or do business with. It would also give them a platform to build an interested niche audience.

I think I got them thinking about using free tools to build relationships, promote themselves and potentially establish themselves as opinion leaders in subjects for which they are passionate.

Thanks Rebecca Sullivan for making it happen.

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  • I can definitely see how people might think Twitter is just another pull away from the 'real world.' But companies and people wanting to make a name for themselves have no real choice but to use Twitter these days. Depending on how it's used, Twitter can create a more personal relationship between a company and possible customers, or a person and their fans. It's either Tweet, or be left in the dust.
  • jenniewhite
    I was in class the other day with about 24 other students. I was the only person on Twitter. I found an internship through Twitter, I've met new people, and I've learned a ton. Students stick to Facebook because that's where they've been for years. It's comfortable, they know how to control it. If you find any students who need convincing, send them my way!

  • I just taught a similar class last week at the NE School of Photography. Similar results of the poll. Different reason why, though. These are photographers trying to get work in a world where there are more cameras than there are people. I tell people Twitter is pure Google Juice. Say it on Twitter with a good number of followers and read about it on Google within hours. Talk about your blog post or someone else's on Twitter and watch the visitor stats go through the roof. I tell them that it is one of the few nets that will be tossed into more pools than they can find on their own, meaning that what they say can, and most likely will be if it's crafted correctly, spread out to others' lists of followers without any effort on their part. Some day the shelf life of Twitter content will probably be measured in centuries.

    Social media is about leveraging technology to get found. I've taught that class to groups of older sole practitioners, college students, ad agencies (for God's sake!), and professionals sharpening their self-promotion skills and darn close to 100% of them do not see it for that.

    We should get a road show going, Mike! We could pack houses!!
  • I am a walking example of how Twitter can open up SO many doors for students. I encourage all of my friends to join.

    Thanks for sharing this Mike!

    @michacha101
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