Leveraging Twitter for Small Business

When looking into Twitter success stories, a lot of the most obvious winners are major companies and national brands – Ford, Dell, Johnson & Johnson. However, if you think that means Twitter is only for the “big dogs,” think again. Hyper-local marketing was one of the top 10 ways Time Magazine predicted Twitter will alter the landscape of American business, and they’re right. Through Twitter, businesses can engage directly with the consumer – and without the expensive middleman of advertising or the less-effective shotgun marketing approach. Here are some ways to leverage Twitter to connect directly with your best prospects:�

• What’s new? – Many small businesses have new offerings all the time, like a restaurant taking advantage of local produce in its dishes or a boutique showcasing handcrafted treasures from local artisans. Printing and distributing frequent updates would be cumbersome, but Twitter makes spreading the news an instantaneous possibility. In the mere tapping of 140 characters – which you can even set up to do via text message – you can give them the value-adding latest information they want to hear while sparing yourself a barrage of phone calls.


• Reward your fan base – To loyal customers, you’re not just a company – you’re a part of their routine, whether it’s kicking off their morning with your coffee or getting their favorite books from your store’s shelves. Give back to those who make up the base of your business by offering promotions and giveaways through Twitter. It can be as simple as tweeting a keyword they should present at the register for a discount or promising a free sample to the first person to retweet a message from you. Make it fun by offering freebies to the first person who gets some nugget of company trivia right. Customers will enjoy feeling part of the party and seeing that you appreciate them as much as they appreciate you.


• Connect with your customers – Especially in today’s tech-heavy marketplace, consumers are looking for a meaningful human connection. Does it seem counterintuitive to make that personal connection via technology? It might – but it works. By responding personally to tweets targeted to you, customers will see that there’s a human being at the other end of that digital line. Don’t be afraid to let your hair down once in a while, to mix in a tweet about your personal interests or life here and there. Don’t make it too personal, obviously, but your followers might enjoy that geeky Star Wars YouTube video just as much as you did – and they’ll appreciate getting a glimpse at what makes you tick, too.

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Optimizing Workouts

Planning a new fitness regimen? While working out for hours a day every day seems like a winning strategy for most celebrities, it’s not actually the most healthy exercise plan –�but neither is sitting idly on the couch, admiring the dust-gathering treadmill. So what does it take to get the optimal amount of exercise?�

When it comes to working out, it’s important to exercise smarter – not longer or harder – and more consistently. Dr. Pietro Tonino, an orthopedic surgeon and sports medicine specialist at Loyola University Hospital, says the ideal workout is 30-60 minutes a day to avoid the degenerative damage to tendons and muscles that can follow overexercising while still giving your body the challenge it needs to build muscle and burn fat.�

To get the best fitness results, start your workout with anaerobic strength training before moving on to aerobic activities like running or cycling. By depleting some carbohydrates stores during the initial weights session, you’ll put your body in the fat-burning zone before even starting cardio. Plus, extra muscle requires extra calories to maintain – meaning you’ll burn extra calories while sitting at your desk the next day. �

Of course, exercise alone isn’t the answer. The age-old answer of “eat less, exercise more”�has been empirically proven true. A study by the University of Pittsburgh found that of 191 overweight or obese women who were required to lose 10 percent of their initial body weight and maintain the loss for two years, the 47 women who had the most success were those who combined a reduced caloric intake (1200-1500 calories a day) with 4-5 hours of exercise a week.

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Expand Your Vision

“You see things; and you say, ‘Why?’ But I dream things that never were; and I say, ‘Why not?’” – George Bernard Shaw�

If there is one characteristic that sets leaders apart from the rest of the crowd, it’s vision –� the ability to see possibilities waiting to be uncovered, coupled with the logistical foresight to make those possibilities reality. �

But how can you broaden your scope to find more opportunities for your business and industry? Here are some ways to stoke your creative fire:�

• Question with boldness – To get more ideas, ask more questions. The people with whom your path crosses have endless experiences and insights to share, but most won’t openly share without an invitation. Talk with contacts in both your personal and professional circles, asking them about what drives them, what they’ve learned recently, and how they’ve dealt with circumstances similar to what you’re facing. Don’t hesitate to ask follow-up questions, either – and it’s more effective to ask someone what they did next instead of how they felt, to ask how and what instead of just why. While the details of the experiences may not overlap, the insights they can share may apply.


• Cross-pollinate – One of the best ways to refresh your frame of reference is to look at the world through a new set of eyes. Take time to read trade publications or blogs from industries outside of your own and see how the advice contained therein could apply to your business. How could scientific research methods apply to accounting or law? How can marketing tips help a doctor hone his or her craft? You’d be surprised.


• Pursue with passion – If you had a day in which you could do absolutely anything, how would you choose to spend that time? Close your eyes and picture it in detail – sights, sounds, flavors, textures. What is it about those experiences and those people that bring you joy? Capture those sparks and channel them into your business to reignite your professional creativity. Without passion, work is drudgery – but with it, work is empowering.

�
Remember Dale Carnegie’s wise words: "We all have possibilities we don't know about. We can do things we don't even dream we can do." That holds true for organizations as well as individuals, but it’s only by taking a risk to venture beyond the obvious boundaries that innovations can come. �
�

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