By Tim Cigelske

Brilliant higher education consultant Brad J. Ward recently posted a blog asking “has Twitter hit a ceiling in higher ed?”

Brad Ward

Brad, who I met through Twitter two years ago, seems burned out on the network for a number of reasons, which include looking for more depth than 140 characters, wanting to think independently of the crowd, and his prediction that Twitter is nearing the end of its growth cycle.

“I used to be excited about the possibilities of this tool,” he writes. “But as of late, it’s probably apparent that I’ve dramatically changed my thoughts on it.”

It’s not just Brad and higher education, either. Malcolm Gladwell’s New Yorker article and this new study are all symptoms of the Twitter backlash. Turns out Twitter may not cure cancer, feed the hungry and usher in an era of world peace all overnight.

For Brad and many others, Twitter has reached a critical moment in its evolution called (wait for it)… the Trough of Disillusionment!

Aside from being one of the coolest terms ever, the Trough of Disillusionment is a necessary step in the Gartner Hype Cycle (above).

As you can see from the chart, anything that lasts long enough to grow from niche fan base to mainstream success — like Death Cab for Cutie or bacon — must go through this often painful phase.

There are a lot of pluses to hanging out in the playground of early adopters at the beginning of the curve. It’s easier to make connections and see results in a smaller pool, it’s fun and exciting to harness a new technology, and you can set yourself up as a leader in your industry just by having the first mover advantage.

But to be have a large-scale impact, you have to scale. The network effect refers to tools that become more useful the more people who have them — like fax machines and phones — and social networks like Twitter certainly fall within this category. Momentum fuels growth fuels greater applications.

With early successes and potential comes word of mouth, intense media coverage and all the promises associated with the Next Big Thing. The message has spread to a wider audience. Welcome to the Peak of Inflated Expectations.

But there are always growing pains like network congestion – *cough* fail whale *cough* – associated with the network effect.

If a technology can survive The Trough of Disillusionment — also called The Dip by Seth Godin — it emerges as a more stable, useful and widely applied tool.  Perhaps most importantly, expectations on all sides are re-aligned and the tool is integrated within a larger strategy. The tool gets used not simply because it’s new and shiny, but because it’s capable of helping accomplish your end goal.

So to answer Brad’s original question, I see no sign of a Twitter ceiling, but I do see a trough. And I think that’s a healthy thing.

Where are you on the curve?

– Tim Cigelske is a Communication Specialist at Marquette University, which recently surpassed 20,000 fans and followers between their general Twitter and Facebook pages.

Here’s an interesting look at this popular Social Media platform and obviously relevant to us PR pros. What do you think? Agree with these reasons? Disagree? Have more to add?

10 Reasons Why PR Should Embrace Twitter

(From Boston-based March Communications)

My Top 10 Reasons Why PR Professionals Need Twitter:

1) Twitter is an influential tool.

For PR professionals, Twitter is invaluable because of its ability to reach a mass audience. PR professionals need to be involved in the mediums that communicate to people. Also, Twitter influences traditional media. Newspapers and magazines frequently write about issues regarding Twitter.

2.) Twitter is growing

The number of Twitter users is growing worldwide, in May (2010) there were 90.2 million unique visitors. PR pros need to be where the people are going.

3.) Twitter is free exposure

With Twitter you can give your client exposure to a mass audience without spending a penny. Much easier than paying publications to publish articles, and less time consuming.

4.) Twitter can open opportunities

Potential clients or customers can easily view the PR company on twitter, and then contact the company through tweets or direct messages.

5.) Customer Service

Twitter is a customer service tool. PR professionals can see what people are writing about their client and respond appropriately. Also, PR pros can use Twitter to update clients on the public’s view of a product so that they have a clear picture of the customer’s needs.

6.) Twitter Shows You Are Tech Savvy

At March Communications, our clients are in the technology business, so it is important for us to be technology savvy. If Twitter is a technology that millions are using, it makes sense for March to understand Twitter and utilize it in a way to promote clients.

7.) Twitter Reaches A Key Audience

The belief that Twitter is for teens is wrong. Adults are fueling the growth of Twitter. For PR professionals working for clients geared towards an adult audience, Twitter is the place to be.

8. ) Provides Real-time News

Twitter is perfect for the PR pro wanting to know current PR news but finding it time-consuming to read through multiple newspapers or online news sites. Following PR news/magazine tweets can give PR pros real-time news 24/7.

9.) Twitter Makes Clients Money

Businesses such as Dell and Pepsi have used Twitter to make substantial profits. Why would PR pros shun a social media tool that could potentially help clients increase profits?

10.) PR pros can learn from Tweeters

There seem to be an unlimited number of professionals from a variety of fields–from communication to psychology–that are tweeting great advice. Learning never stops for PR pros.

The chapter’s Social Media Committee is developing training sessions to offer anyone interested in enhancing their acumen with the important, fast-changing and growing field of social media.

Consider yourself a total beginner? Great – we have session just for you. Maybe you’re fairly advanced but want to improve your skills and learn some new tricks? No problem; we’ve got a session for you, too.

At the April chapter gathering at Milwaukee’s Pfister Hotel, sign-up sheets were passed to attendees encouraging participation in these upcoming sessions. If you signed up, thank you and we’ll get in touch with you shortly with information about session schedules and content.

Missed the chapter meeting but would like to sign up? That’s fine – please contact blog manager and social media committee member Tim Cigelske at timothy.cigelske@marquette.edu and let him know if you’re a beginner or advanced social media user.

By: Mo Moorman

Milwaukee’s Pfister hotel proved a lovely setting for PRSA Southeast Wisconsin chapter’s April gathering, and this month’s guest speaker, Sima Dahl, gave luncheon attendees more than just the Pfister’s juicy chicken breast to chew on.

Dahl describes herself as a marketing consultant, social media strategist and personal branding expert, and is president of Chicago-based Parlay Communications, as well as the founder and chief connector of MarketingJobWire.com, which made me wonder … When does this woman sleep?

Dahl’s experience working with Fortune 500 corporations, venture-backed start-ups, non-profits and academic institutions has given her valuable insight to optimizing one’s opportunities in the workforce, and she came to Milwaukee to share her knowledge and a step-by-step system with event-goers.

Much of what was offline networking is now happening online, and a goal of Dahl’s presentation was to focus on how to be effective using social networks like FB, LinkedIn, Twitter to carve out your personal brand and identify leads and referrals. Following are some of the key takeaways from Dahl’s presentation.

According to Dahl. you’re one of three types of people when it comes to networking: You’re either a Job Seeker, Ladder Climber or a Rain Maker. Job Seekers, well, that’s pretty self-explanatory. Ladder Climbers are trying to move up within their own company. Rain Makers are happy where they are and are using networking to sustain strength.

Being personal and intentional is key with networking, and remember: Networking is an action word.

Ultimately, you are measured by the strength of your network and your network’s propensity to instinctively act on your word.

Sima’s Sway Factor system:

The Sway Factor has three basic steps:

1. Practice Consistent Indirect Marketing: (This is marketing yourself without overtly selling. Ensure that people know who you are and why you’re special. This is building your personal brand. Create your personal brand positioning statement and be your own brand manager.)
2. Make Frequent Digital Deposits: (Keep your visibility high by paying it forward. Think of this as giving to get. Help others first so they’re encouraged to, in turn, help you. This can be done by giving advice, inviting others to events, making helpful recommendations, sharing job leads, giving praise and compliments, or simply acknowledging a birthday.)
3. Pledge Unwavering Personal Commitment: (You and you alone are responsible for your personal brand, and this system works if you work it. Make sure to set aside time for networking activities at least once a week to keep yourself top of mind.)

To end her presentation, Dahl asked the audience to take the 21-Day Sway Factor Challenge. I encourage you to do the same. This is what it entails:

1. Make a 21-day commitment and block out the time to do so
2. Complete and update your LinkedIn profile
3. Create or update your LinkedIn summary & specialties (think SEO)
4. Update your status at least once a week
5. Aim for 10-15 new connections within the next 3 weeks
6. Make digital deposits in each network
7. Demonstrate your personal brand with competency, character, and charisma

Learn more from Sima:

Sima Dahl, Parlay Communications, Ltd.
T   773-782-3688
M  312-505-0408
sima@parlaycommunications.com

Twitter: @simasays

Business Journal photo

Congratulations to PRSA members and Comet Branding partners Al Krueger and Sara Meaney, who were recently named to The Business Journal of Greater Milwaukee’s 40 under 40.

Here’s en excerpt from the article:

Comet Branding has built its business on social media, Krueger and Meaney said. At first, they used Twitter and other social networking sites as a way to market themselves at low cost. Now, their reputation as social media experts helps them land clients.

House of Harley-Davidson, Milwaukee, has hired Comet as a consultant as it creates a social media marketing plan. Owner John Schaller heard a presentation from Meaney and knew he wanted to hire her, said Sarah Maio, marketing manager.

“For us, social media is really slippery,” she said. “We know we need it, we know it’s important, but it’s changing so quickly that we also recognize we could use expert opinions and guidance.”

Meaney and Krueger and the whole Comet team are also recently coming off the success of organizing the PR + Social Media Summit held at Marquette University. The event included more than 350 attendees who heard a full day of presentations, including IBM Vice President of Marketing and Communications Timothy Blair and BlendTec Vice President of Marketing George Wright.

Congrats again to Al and Sara!

–Posted by Tim Cigelske, Marquette University Communication Specialist