Tips for Traveling with Twitter

Twitter—and its logo—are often seen on travelers' laptops and phones.

By Janelle Nanos

Photo by Simon Oxley/iStockphoto.com

The popular micro-blogging site is a handy tool for world roamers.

Twitter is a bona fide phenomenon, an obsession of Ashton and Oprah, and, as it happens, a terrific tool for travel. The free online social network service not only allows you to pose travel questions to your followers, but it's also been known to subvert communist firewalls and served as a lifeline for sharing information during the recent post-election conflict in Iran. As of this summer, the site was getting 20 million U.S. visitors a month. Here's how to tap into its travel potential.

What is it anyway? Twitter is a free micro-blogging platform that allows you to post short 140-character updates (that's about 25 words) to the Web for your "followers" to see. The site also lets you "follow" other people. So instead of making an expensive phone call to Mom letting her know you landed safely in Peru, you can update her, and your followers, in real time. ("Crying baby next to me on flight, but arrived in Lima in one piece.")

Before You Leave Get insider information about your destination by finding experts or groups to follow. You can search for the place either by typing its name into the search under the "Find People" tab, or by using a hashtag, which attaches a hash symbol as a prefix to any topic, allowing people to search for it easily (for example, #peru, or #travel). This will help you identify local experts and official tourism bureaus such as Portland, Oregon, which has set up a Twisitor Center—@travelportland—that allows travelers to pose questions and get recommendations from staffers.

Finding the Deals Many travel companies and airlines now use Twitter to broadcast discounts and deals, especially late-breaking ones. Marriott (@MarriottIntl) has offered Twitter-specific contests and giveaways to promote deals.

Getting the Tweet Out There are many ways to update your Twitter feed while traveling. One method is to set up your Twitter account to accept updates via text messages from your phone. (If you're traveling internationally, check Twitter's help pages to find out how to send messages when abroad and what your phone carrier charges for international text messaging.) You can beat some of those costs by downloading a free application for Web-enabled phones, like TwitterBerry for the BlackBerry and Twitterfon for the iPhone. Similarly, TwitPic is an application that allows you to send photos to Twitter.

The New Guidebook? Some travelers are setting guidebooks aside and relying instead on the tweeting masses to plan their itineraries. Earlier this year, Guardian reporter Benji Lanyado embarked on a "TwiTrip," asking his Twitter followers to guide him on hotel reservations, coffee shops, and museums around Paris, while Paul Smith became a Twitchiker, using the kindness of those on Twitter to put him up as he traveled from the U.K. to New Zealand. You need not take things as far, but Twitter can be helpful if you're looking for recommendations, whether for restaurants or local events. Of course, it's best not to become too dependent on technology. "You've got to find the balance," says Twitter user Sheila Beal (@GoVisitHawaii), who warns of "twittering so much that you're not living the moment, which is akin to seeing your vacation through the camera viewfinder." Don't focus so much on the small screen that you miss the big picture.

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Marketing Small Businesses With Twitter

By CLAIRE CAIN MILLER

SAN FRANCISCO — Three weeks after Curtis Kimball opened his crème brûlée cart in San Francisco, he noticed a stranger among the friends in line for his desserts. How had the man discovered the cart? He had read about it on Twitter.

For Mr. Kimball, who conceded that he “hadn’t really understood the purpose of Twitter,” the beauty of digital word-of-mouth marketing was immediately clear. He signed up for an account and has more than 5,400 followers who wait for him to post the current location of his itinerant cart and list the flavors of the day, like lavender and orange creamsicle.

“I would love to say that I just had a really good idea and strategy, but Twitter has been pretty essential to my success,” he said. He has quit his day job as a carpenter to keep up with the demand.

Much has been made of how big companies like Dell, Starbucks and Comcast use Twitter to promote their products and answer customers’ questions. But today, small businesses outnumber the big ones on the free microblogging service, and in many ways, Twitter is an even more useful tool for them.

For many mom-and-pop shops with no ad budget, Twitter has become their sole means of marketing. It is far easier to set up and update a Twitter account than to maintain a Web page. And because small-business owners tend to work at the cash register, not in a cubicle in the marketing department, Twitter’s intimacy suits them well.

“We think of these social media tools as being in the realm of the sophisticated, multiplatform marketers like Coca-Cola and McDonald’s, but a lot of these supersmall businesses are gravitating toward them because they are accessible, free and very simple,” said Greg Sterling, an analyst who studies the Internet’s influence on shopping and local businesses.

Small businesses typically get more than half of their customers through word of mouth, he said, and Twitter is the digital manifestation of that. Twitter users broadcast messages of up to 140 characters in length, and the culture of the service encourages people to spread news to friends in their own network.

Umi, a sushi restaurant in San Francisco, sometimes gets five new customers a night who learned about it on Twitter, said Shamus Booth, a co-owner.

He twitters about the fresh fish of the night — “The O-Toro (bluefin tuna belly) tonight is some of the most rich and buttery tuna I’ve had,” he recently wrote — and offers free seaweed salads to people who mention Twitter.

Twitter is not just for businesses that want to lure customers with mouth-watering descriptions of food. For Cynthia Sutton-Stolle, the co-owner of Silver Barn Antiques in tiny Columbus, Tex., Twitter has been a way to find both suppliers and customers nationwide.

Since she joined Twitter in February, she has connected with people making lamps and candles that she subsequently ordered for her shop and has sold a few thousand dollars of merchandise to people outside Columbus, including to a woman in New Jersey shopping for graduation gifts.

“We don’t even have our Web site done, and we weren’t even trying to start an e-commerce business,” Ms. Sutton-Stolle said. “Twitter has been a real valuable tool because it’s made us national instead of a little-bitty store in a little-bitty town.”

Scott Seaman of Blowing Rock, N.C., also uses Twitter to expand his customer base beyond his town of about 1,500 residents. Mr. Seaman is a partner at Christopher’s Wine and Cheese shop and owns a bed and breakfast in town. He sets up searches on TweetDeck, a Web application that helps people manage their Twitter messages, to start conversations with people talking about his town or the mountain nearby. One person he met on Twitter booked a room at his inn, and a woman in Dallas ordered sake from his shop.

The extra traffic has come despite his rarely pitching his own businesses on Twitter. “To me, that’s a turn-off,” he said. Instead of marketing to customers, small-business owners should use the same persona they have offline, he advised. “Be the small shopkeeper down the street that everyone knows by name.”

Chris Mann, the owner of Woodhouse Day Spa in Cincinnati, twitters about discounts for massages and manicures every Tuesday. Twitter beats e-mail promotions because he can send tweets from his phone in a meeting and “every single business sends out an e-mail,” he said.

Even if a shop’s customers are not on Twitter, the service can be useful for entrepreneurs, said Becky McCray, who runs a liquor store and cattle ranch in Oklahoma and publishes a blog called Small Biz Survival.

In towns like hers, with only 5,000 people, small-business owners can feel isolated, she said. But on Twitter, she has learned business tax tips from an accountant, marketing tips from a consultant in Tennessee and start-up tips from the founder of several tech companies.

Anamitra Banerji, who manages commercial products at Twitter, said that when he joined the company from Yahoo in March, “I thought this was a place where large businesses were. What I’m finding more and more, to my surprise every single day, is business of all kinds.”

Twitter, which does not yet make money, is now concentrating on teaching businesses how they can join and use it, Mr. Banerji said, and the company plans to publish case studies. He is also developing products that Twitter can sell to businesses of all sizes this year, including features to verify businesses’ accounts and analyze traffic to their Twitter profiles.

According to Mr. Banerji, small-business owners like Twitter because they can talk directly to customers in a way that they were able to do only in person before. “We’re finding the emotional distance between businesses and their customers is shortening quite a bit,” he said.