The X-Effect

I liken Facebook to a great house party: you invite friends and associates, eat, drink and be merry, play games, watch videos, share photos, listen to music and chat into the early hours of the morning. But X proves to be a challenge.

While Facebook is a frat party, X is your otherwise strong and silent neighbor who eventually confesses he’s been abducted by aliens… numerous times. Don’t be fooled. When all is said and done, X marks zeitgeist.

Behind every successful business venture lies a focused mission statement. While it’s standard to root objectives within your website About Us or Mission page, opinions, news and factoids, events, deals, tips, updates and so much more serve your X.com goals and substantiate connections with customers on various levels.

It may be surprising how a few characters can well deliver brand enthusiasm. X’s strategy lies in your ability to build short narratives into conversation.

Small businesses considering an X.com launch will benefit through research. What types of conversations help demonstrate your brand and provide points of connection? Building that message will retain customers and invite prospective followers of like‑mind.