Here’s an article I came across, bizarrely enough, on Twitter the other day. I’m not sure where the author has gathered the information, the source isn’t quoted, but it makes the claim that although the number of people subscribing to Twitter continues to grow inexorably, those who ‘use’ the site are relatively small in number.

The headline says is it all – Half Twitter users don’t read a word you say.

So what?

If you imagine that Twitter is another channel to push your message out to your audience, then of course that message will continue to be mistrusted. That’s not engagement. Remember, the key to winning on the social web is to listen and then to engage.

I continue to see company Facebook pages that don’t allow people to post messages. Is the expectation that people are just waiting to hear what they have to say like the sermon on the mount?

Twitter and Facebook can only really be called ‘social’ media if they facilitate conversations and discussions between brands and their customers and prospects. Those who follow a brand on Twitter are doing so for a variety of reasons, to wait for discounts, find out when the next store is opening etc etc. But more and more, these people are going to have questions. When is the next offer? When is the store opening in my neighbourhood? And they will ask these questions and expect answers – quickly. Those people will be listening to what you say becasue you’ll be saying it to them directly.

That’s the real power of social media.