We’ve had many questions regarding Twitter over the past several months from clients, peers and in consultations. “What is this ‘twitter thing’?” “How can it help me?” and so on…

We’re happy to see that Twitter has also heard these questions and decided to address them directly…and not just to individuals, but to direct the answers to businesses themselves. Yesterday, Twitter launched a 101 Guide for businesses. You can read the full guide here.

Within the guide Twitter addresses what business can get out of using Twitter. Ultimately, it is a fast and personal way of getting feedback and listening to what the community is saying about your company. It allow business to connect to their clients in a way never before possible. In addition to the fast feedback and communication, Twitter lets you build relationships on a more personal level. “As marketers say, it shrinks the emotional distance between your company and your customers.”

As a business tool, it goes so much further than just a status update talking about what coffee you had this morning. We’ve personally found it is a great way to share community information and industry knowledge.

So. What are you waiting for? Check out the article, read some Getting Started Tips or Best Practices and get on board the social media bandwagon. You might find you’re enjoying the ride.

Popularity: 23% [?]

(www.esiliners.com) We were approached by ESI to re-design their existing website. ESI develops specialty plastic systems. They’ve managed over 2,000 projects involving civil earthwork, supplying and installing numerous types geosynthetics and numerous types of HDPE pipe systems. (One thing this designer will say is that I love working with a variety of customers, I get to learn so much about other businesses!) They’ve developed their business not only on the services and quality they provide, but the relationships they develop. Their motto is “Building on you Confidence” and follow through on this in every step they take. In addition to their services, they focus highly on their team’s safety and provide consultation on projects in order for their client’s engineers to choose the best product.

When we met with them they had three main goals. They wanted their site’s information to accurately reflect their services and abilities, as they had recently expanded their business. Secondly, they wanted the web user’s experience to be more interactive. Finally, they wanted a fresh face on their site, not just your everyday business site.

We addressed their goals by utilizing cutting edge design techniques and pushing the envelope in the design phase. Design followed through to implementation and we built two interactive photo galleries for potential customers to review. Finally, our copywriter tackled their information and delivered up-to-date  content.

We were so excited to have had the opportunity to work with ESI. They are a fun group of engineers who work to build relationships that last.

Popularity: 25% [?]

*potentially.

So I was pondering over Jon Stewart’s little blurb about Twitter on The Daily Show the other night and how he didn’t know what the heck it was (catch it on Comedy Central’s website if you missed it – it was quite amusing). It got me thinking about how many others, especially businesses are wary of the new social media rage (blogging, Facebook, Twitter and oh, a slew more). I even had a client ask me in a meeting last week if I was on Facebook (yes). He genuinely wanted to know more about this phenomenon.

With all this pondering, I thought I’d throw out an example, albeit extreme, of the power of social networking, if done right.

Example: A Zombie Invasion

9:17 am: 911 call in Reno, Nevada. Apparently a blackjack dealer at the Circus Circus Casino attacked patrons at the table.

9:18 am: Random “Craps Addict” at nearby gaming table witnesses attack and takes photo of dealer biting patrons with his iPhone.

9:19 am: “Craps addict” remotely uploads image to his Facebook account under header “WTH?!”

9:21 am: Security subdues Bitey Blackjack Dealer and calls for ambulance for injured patrons.

9:25 am: Facebook Friend of “Craps Addict” sees pic and tells friend “maybe its time to find a new hobby.”

9:27 am: Facebook Friend links to image via his Twitter account with tweet “Recession driving dealers in Reno rabid”.

9:29 am: Twitter entry is ReTweeted by another user under the same heading.

9:30 am: Mashable, who is following the Facebook Friend on Twitter RTs (ReTweets) entry with heading “Dawn of the Dead, anyone?”

9:31 am: Both injured patrons arrive at Saint Mary’s Regional Medical Center.

9:32 am: CDC follower of Mashable sends an internal email, noting the Mashable tweet and pic, joking that this could be the beginning of the end.

9:35 am: Staffer monitoring Congressman’s account takes note of Twittered Mashable entry, noting things could always get worse in the recession.

9:55 am: Patient #1 at Saint Mary’s Regional Medical Center becomes non-responsive and is rushed into surgery.

10:10 am: OR room with injured patient #1 has incident, when sedated patient  bites a doctor and two nurses.

10:25 am: 2nd year resident at Saint Mary’s Regional Medical Center calls buddy from Med School, who now works at the CDC, claiming “fast acting Rabies at the Reno Hospital”.

10:30 am: CDC Friend emails department about incident.

10:32 am: CDC Mashable Follower copies CDC Division Head on Facebook pic in Reno and email from CDC Friend..

10:45 am: Division Head notifies DHHS in Washington, DC and calls Saint Mary’s Regional Medical Center. No Answer.

10:46 am: CDC Division Head call another hospital in Reno and receives information that Saint Mary’s Regional Medical Center is “having problems”.

10:48 am: CDC Division Head talks to Reno Police. They note they are responding to a “domestic disturbance” at Saint Mary’s Regional Medical Center. CDC Division Head advises quarantine.

10:50 am: Division Head brings issue to the head of the CDC who issues an alert to Washington, DC.

10:52 am: Congress is notified of issue. Staffer of Congressman who noted issue from earlier Twitter entry implores the Congressman to bring it to the President’s attention.

11:00 am: President is informed and contacts local PD in Reno. Convinced of the seriousness of the situation, the National Guard is called out under Homeland Security powers.

11:30 am: National Guard surrounds Saint Mary’s Regional Medical Center initiates quarantine.

1:00 pm: Zombie threat neutralized.

(For example purposes only. This example would only work with slow moving zombies, i.e: the “classic” zombie. It only increases our chances to 50/50 with fast moving zombies.)

Now, what we really see here is the quick exchange of information. Individuals linking to events, national or otherwise and you can see the Internet at its best = information exchange. Imagine, however, if that was your company blogging or twittering about its latest product release or an article that affected your industry. The news spreads like wildfire and your business is the source.

Social Networking is here to stay. Get on board, get involved, keep it professional and reap the benefits. Unsure how to start? Check out Aaron Uhrmacher’s post How to Develop a Social Media Plan for Your Business in 5 Steps.

You don't want to end up here 'cause you never looked at Twitter, do you?

Popularity: 30% [?]

When Drift was started in 2007 we shareholders got together and decided we were going to try and create something a little different. We decided that we were going to build the kind of company where we always wanted to work.

We wanted to build a different kind of company.

I was reading this article today about why a company’s purpose is now more imporant than ever http://gmj.gallup.com/content/114205/Company-Purpose-Matters.aspx and I felt compelled to blog about the Drift’s purpose.

As the article points out many companies often confuse their mission and purpose.

Our company mission is composed in two parts the first part is the D.R.I.F.T. component. In everything we do we are supposed to Do it RIght the First Time (DRIFT). We do this by delivering every site we build On Time, On Budget and Beyond Expectations.

Though this is our company mission it is NOT the company’s purpose.

So how do you build the company at which you always wanted to work? Everyone has had bad jobs in the past and we have all heard about those dream jobs that allegedly exist somewhere out there in that rarefied air where only the angels live.

You know, the jobs with the daycare, on site dentist and endless buffet bar. I expect most business owners would like to be successful enough to one day get there. But where do you begin?

At Drift we recognized that our purpose was to build the company we always wanted to work for, but what does that actually mean?

First it meant  that we had to recognize that our notion of corporate responsibility would require us to look at the needs of our company’s stakeholders on a regular basis.

“Stakeholders you say, not shareholders?”

Exactly. We recognize that many different people have a stake in your company that goes far beyond the fiduciary duty to shareholders. We feel that by serving our stakeholders that we will remain true to our purpose and serve our shareholders at the same time.

We have identified our stakeholders as our Employees, Clients, the community at large, as well as our shareholders.

This means that for us to serve our purpose we need to provide our employees with a challenging and rewarding environment in which to work. Rewarding encompasses more that strictly monetary rewards, but more on that in a moment.

We realize that we only prosper if we recognize we have a stake in the success of our clients. For us to excel we need to help them succeed beyond the scope of just a given contract. We achieve this by leveraging our networking resources and exceeding what they expect of us.

We know that being responsible to the community in which you work means helping out with both time and money. To this end our company is chartered on the idea that we will give 10% of our net profits every year to charities based on a vote of our employees. In addition, we provide some degree of pro-bono service based on employee interest. This serves a two fold purpose in that it helps us connect to the communities we serve and the world at large and well as giving our employees a sense of fulfillment.

Finally our duties to our shareholders take care of themselves when we allow our company purpose to be met.

• This challenging economic time is an opportunity to stand out from the crowd.
• Allow your company to really engage in its purpose and get back to basics.
• Re-evaluate and re-align if you have found that your company has gotten on the wrong track.
• Realize what you company’s purpose is and you will find that you will emerge from the trying times stronger and more focused.

That way one day you will be able to provide that “All you can eat” buffet.

Popularity: 41% [?]

At our last board meeting, we got to talking about core competencies of businesses. What exactly does the term ‘core competency’ mean? Simply stated, core competence is something a company does especially well relative to its competitors. Identifying these areas and focusing on them gives your business a key advantage in your industry. I’ve seen some companies spread themselves out in order to be an “all in one” sort of company. For example, a company that offers tech services, computer networking, websites, graphic design and promo materials. (Seriously, they do exist.)

While this seems convenient on the surface for their clients, it has been my experience that they excel in one area, but suffer greatly in many of the other offered services. I often see websites developed by these types of companies lacking true design (often they’re developed by programmers and lack a certain…artistic quality). This isn’t just true for this industry, it works across the board.

There are three factors that help identify core competencies in any business:

• Provides potential access to a wide variety of markets (basically enable the creation of new products and services.)
• Makes a significant contribution to the perceived customer (benefits of the end product).
• Difficult for competitors to imitate.

Consider your options when choosing the companies you do business with and make sure they have their customer’s best interests in mind. For those business owners out there, consider your businesses core competencies. We guarantee you it provides a competitive advantage in your field.

Popularity: 64% [?]

I heard on NPR yesterday (Morning Edition: Boyish Charm: Disney XD Woos Young Princes) that the Walt Disney Company remembered that boys are a part of their audience too. Well, ok, that wasn’t specifically said, but that is what I got out of the segment. In all of their fanatical success with the Princess craze, High School Musical and Hannah Montana, Disney has begun to target their young male audience. What sorts of things capture the attention of boy ages 6 – 14 these days? Honestly, when my choices are the above mentioned, I wouldn’t answer with “Disney”.  (Heck, I still miss Ninja Turtles.)

Apparently, Disney is looking to make themselves edgier, with Disney XD – a cable channel marketed towards the 18 million young male viewers. I specifically heard “edgier font” in the interview and that is what piqued my interest.

Edgier Font, huh?

It all comes back to branding folks. You can put content geared toward your viewers online, but the look has to match who you are targeting. You don’t want  a grunge, distressed look for your corporate bank website. You don’t want a sterile, boring and flat layout for a restaurant. A huge part of Disney recapturing these guys’ attention is to appear more authentic. Cause really, there is only so much “edgier” Disney can get while keeping it real.

Popularity: 48% [?]