How to use Twitter: Find an idea and run with it

Despite its popularity, Twitter remains a conundrum to many companies. Many complain they don’t understand it. They don’t know how this silly site where people share the minutiae of their lives can help them build their brands.

The answer is simple. Be creative. Take advantage of opportunities that present themselves.

An excellent example of Twitter marketing is happening right now in my hometown of Milwaukee.Two local bars, each claiming to have the best burgers in town, are staging a contest to settle the matter.

#BURGERCHALLENGE pits three burgers each from Stack’d Bar and AJ Bombers. Customers order their burgers and Tweet their rating on a scale of 1-5. The promotion runs Aug. 31 through Sept. 6 and includes specials on food and drinks. It is taking place exclusively on Twitter. No other advertising or promotion. No strategic planning.  No board room meetings with ad executives.

Organic. Spontaneous. Cheap.

I spoke to the two bars, @stackedbar and @AJBombers, (on Twitter, of course) to ask them about the contest.

As you might imagine, #BURGERCHALLENGE started on Twitter. “We were issued a challenge by @AJBombers so we ran with it and decided to invite all our Tweeps,” tweeted @stackedbar.

That’s what’s great about Twitter. Ideas often just pop up. To take advantage of them, you have to first be present, and second have the ability to run with an idea.

The other advantage of Twitter is enables you to move fast. Both contestants decided early on to keep #BURGERCHALLENGE exclusively on Twitter, partly because they could get it done quickly. “It was happening pretty quickly,” said @AJBombers, “and at its heart [it is] really just a fun idea that all began [on] Twitter.”

So, the question of course is, does all this work? It’s great that these guys (I think they’re guys) are enjoying themselves, but it’s all just fun and games unless it’s actually doing some good.

Both @stackedbar and @AJBombers are looking for exposure for their two, locally owned independent businesses, with increased traffic being a bonus. Judging by the buzz it’s already generated on Twitter, I’d say their first mission is already accomplished. Indeed, @stackedbar agrees: “…the whole thing is already a success!”

But will it generate preference, loyalty and sales for these two Cream City burger joints? Watch this space for an update with post-game reaction from the two contenders. And to find out who won. I’ll give my ratings, as well.

And if you’re in town, by all means, stop by one or both and enjoy a burger and a beer.