With anything you go into, there are going to be pros and cons that one must face. This same concept applies to twitter. Depending on your business, there are things that will work for you and things that will not. Hopefully, you can fix what you can and accept what you cannot.
Pros: Instead of setting up meetings with clienteles, you can invite then to come on twitter during a certain time frame (Monday August 26, 2013 9:00-11:00 AM/PST). With this, you go not have to focus so much on making individual calls or meetings; you can address a realm of subjects with several clients at once.
As soon as you get a new product or write a new book, start tweeting about this online and it gets the hype up. You can even tweet before it comes out to get everyone excited. Twitter allows you to inform your clientele right as things happen, rather than after the fact.
You can track trends. I think this is an awesome thing to have on twitter. If you start a trend, then twitter will track it for you and tell you how many times it has been used. So for instance, if you want to send out a promotional item for a free lotion with each purchase of $50 worth of makeup; you can use #freelotion, #spend$50getlotion, or #lotionfreewhenspend$50. These are just some of the examples that you can use to trend.
I also encourage you to use some of the already existing trends as well. When you are trending, followers can click on the trending topic and see everyone who is posting. If they like what you had to say or offer, then they may want to follow you. So it is a great way to gain consumers.
Twitter is free. This is a big pro. Ask any Ma and Pop store out there and they will tell you that they have paid for advertising in the past. It is sad to say, but will all the internet growth, there is not much need for magazines and they are slowly dwindling down. But the positive side is that with this growth, it has allowed a lot of sites to let their consumers advertise for free. You can advertise as much or as little as you would like. No limitations. The sky is the limit.
I think the biggest pro is that twitter allows everyone to have voice. If you have a consumer that would like to speak with the owner directly, twitter allows that. This has never been an option before so I encourage others to take advantage of this.
Cons: Some clients still enjoy that intimate setting that depending on the expansion of your business, you may or may not be able to accommodate. You will also have clients or staff members who are not technologically savvy. You can provide trainings to brush them up to speed, but in order to have a consistency throughout, it would be great for everyone to be on board.
Your business may go through a dry spell on twitter. You may not get that may followers for a period of time, but do not give up. Just keep producing good quality tweets and communicating with others and the dry spell will pass. This can happen a lot during the summer because people are traveling and vacationing. It can also happen during the holiday period depending on what business you are in. During the holidays, people are spending money on gifts. Knowing and expecting these dry spells to come up is essential in producing good reputational business.
If your business is strictly online, then you may be faced with having no contact with your clients. Sometimes this will work out for the best, but others may want to have the relational side. So you may not gain their business. You can try and be as relational as you can through tweets and showing clients behind the scenes events, but the reality is that some individuals still want a physical person. So this is a downfall.