In my prior post on the value of social media tools, I noted the potential synergy between blogging and microblogging. In this post, I will elaborate on the application and uses for microblogging and how this tool can benefit a Technology Transfer Office (TTO).
Earlier this year, it was reported that more than 50 million [Twitter] tweets per day were being generated. That’s 600 tweets per second. I characterize the more than 100 million registered Twitter users today as follows:
- Public figures, including politicians, public servants, celebrities and sports figures. These individuals currently dominate the Top 100 lists and some have attracted millions of followers. I believe that their dominance of this medium will likely shift over time.
- Media professionals across all sectors, including journalists, media outlets, and the trade press. The media at large has really embraced microblogging over the past 2 years. This category will continue to expand rapidly into the future, as it has provided an innovative new medium to share breaking news stories as well as editorial content on a timely and virtually continuous basis.
- Messaging professionals, including consultants, professional speakers, and various subject matter experts. Microblogging has provided a cost effective megaphone for independent consultants and organizations with large and small advertising budgets to have a voice in a very crowded space.
- Marketing professionals, both internal to an organization and the external service providers they hire to support them (i.e., media, public relations, e-mail marketing, and advertising agencies). This category includes forward-thinking TTOs that are creative and looking for innovative approaches to market their capabilities and intellectual property (IP) portfolios for technology commercialization and licensing.
Of course, there is also a sizeable category of “Other” individuals with abundant opinions and perspectives for anyone willing to listen.
TTOs have the opportunity to capitalize on this new communications vehicle as another tool in their marketing toolbox to supplement their current IP marketing efforts.
Is your TTO experimenting with Twitter or other means of microblogging to promote your technology portfolio?
–By Jack Spain