Twitter: Must-Have Tech for CIOs?

I’m on Twitter, but I’m still not sold on Twitter.

But I’m not a CIO. I’m also not InformationWeek‘s Bob Evans, who says to CIOs, basically, tweet or die:

Twitter is helping corporations of all stripes engage with customers candidly, productively, globally, and inexpensively. In this age of experience-driven marketing, in which customers not only want but expect to be involved in product co-creation and enhancements, Twitter gives businesses the unprecedented ability to tap into customer-driven feedback loops, which just on their own are highly valuable, and turn them into marketing labs, message amplifiers, focus groups, sales tests, and possibly even goodwill ambassadors.

Now, does that sound like the type of trend you want to make sure you’re out in front of and leading, or one you think you’ll ignore and hope like hell that your competitors, customers, partners, and prospects do the same? [Bob Evans, "Why CIOs Need the Transformative Power of Twitter," InformationWeek: Global CIO, 2009.08.03]

So is the point that you need Twitter, or is the point that you need to be in tune with your customers? Sure, there a whole whack of people using Twitter… but be careful with your stats there: Nielsen data says nearly 11% of the world’s Internet users are on Twitter, but a majority of the 4.5 million Twitter accounts have never tweeted, and another majority have never followed any other tweeters. And even if you can identify a big cross section of your customers who are on Twitter, is Twitter the only place you can reach them? How many of them can you reach just as well through Facebook or a lively company blog? Will you focus on just one tool, or will you try to master them all?

The best fishermen aren’t the best because they put the most poles in the water. They are the best because they pick the best pole, the best bait, and the best fishing holes. Maybe Twitter is your best tool for staying in touch with your customers. Maybe it’s Facebook. Maybe it’s still the local newspaper, or your own salespeople.

Evans makes a reasonable case for Twitter, but if you’ve already established a good system for connecting with your customers, you as CIO need to make the call as to how much more you want to do online.