Chapter 10: Tapping the Groundswell with Twitter

“Twitter may well be among the simplest, most powerful social tools you can use” (Li & Bernoff, 2011).
Twitter consists of:
– Followers
– Hashtags and searches
– Mentions and retweets
– Links
– Lists
– Apps and tools

Online adults, the most influential group of people, came out in 2010 as only being 7% of the active tweeters. From the table on page 201, we can assume that those who actively use twitter, tweet and read, have an education and are somewhat successful because of their higher income compared to the average American. Telling from that graph, Twitter is used lots in the business world. “Tweeters make more money, are more optimistic about technology, and are better educated than other people online (Li & Bernoff, 2011).Screen Shot 2017-07-24 at 11.27.12 AMFigure 1 (from Li & Bernoff, 2011)

Hospitality with Twitter
In the hospitality world people often tweet about their experiences at a certain venue, or company’s party, it in a simple 140 character praise. This social interaction not only with the venues, and different businesses involved, but as well as the tweeter’s personal followers can really leverage a company and gain word of mouth motion. A simple mention or link, leads your followers to that page for them to explore and hopefully book. The use of #hashtags are awesome for events, such as weddings and conferences, to connect all the guests together. With the simple search of a hashtag, you can view many different tweets about the same event you attended or are interested in. The hashtag and following aspect of twitter really separates itself from other sites, like Facebook. These tools are known to Twitter and can make a users/business following ratio expand significantly. The groundswell uses twitter to its advantage by creating trending hashtags, and retweeting things that appeal to them.

From the textbook we can take away these 9 simple lessons of how to properly execute your Twitter profile (Li & Bernoff, 2011).
Twitter Lessons:
1. Lock up your handle
2. Listen first
3. Be ready to support people
4. Follow others
5. Be ready for a crisis
6. Respond, retweet, link
7. Staff it
8. Check with legal and regulatory staff
9. Having gathered a following, don’t waste it

Feel free to follow me @bronaghsmyth for tweets related to event planning, travel, sports and the odd meme or joke.




Li, C., & Bernoff, J. (2011). Groundswell: winning in a world transformed by social technologies. Boston, Massachusetts, USA: Harvard Business School Publishing .


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