Understanding Customers' Needs and Leveraging Twitter for Thought Leadership


Hatched by Glasp

Jul 20, 2023

3 min read


Understanding Customers' Needs and Leveraging Twitter for Thought Leadership


In today's fast-paced business landscape, understanding customers' needs and leveraging social media platforms like Twitter for thought leadership are crucial for companies to stay competitive. By focusing on the customers' desired progress and creating tailored content for Twitter, businesses can effectively influence consumer behavior and build trust. This article explores the concept of "Jobs to Be Done" and how it relates to customer satisfaction, as well as providing actionable advice for using Twitter as a thought leadership tool.

Understanding Customers' "Jobs to Be Done":

Companies often focus on knowing more about their customers but fail to understand the progress customers are trying to make in specific circumstances. This progress, which we call the "job to be done," is what customers hope to accomplish when they purchase a product or service. If a product or service fulfills the job well, customers are more likely to use it again in the future. On the other hand, if it fails to meet their expectations, customers will seek alternatives. To differentiate themselves, companies need to gain a deep understanding of the job their customers need to be done, considering the social and emotional dimensions of the job.

Unique Insight: It's About Experience and Emotional Connections:

Successful companies often offer experiences and emotional connections that competitors fail to replicate. It is not merely the product itself that provides a long-term competitive advantage, but rather the experiences, stories, and connections it enables. By understanding the emotional and functional dimensions of the job, companies can innovate without guessing customers' trade-offs, creating a unique value proposition.

Integrating Processes to Support the Job to Be Done:

Processes within a company are often overlooked, but they play a significant role in supporting the job to be done. By aligning processes with the desired progress customers seek, companies can ensure they do not unintentionally abandon the insights that brought them success in the first place. It is essential to identify and address any obstacles that hinder customers from making progress, allowing for a seamless customer experience.

Using Twitter for Thought Leadership:

Twitter provides a platform for companies to establish thought leadership and influence consumer behavior. By following these actionable tips, businesses can leverage Twitter effectively:

1. Build Equity in Your Personal Brand:

Personal branding plays a crucial role in attracting followers on Twitter. By showcasing the people behind the company, businesses can humanize their brand and create a halo effect. Sharing branded content while adding personal context can strengthen the connection between the company and its followers.

2. Distribute Ideas, Not Just Blog Posts:

Effective social media marketing requires creating platform-native content. Twitter users value ideas more than the medium through which they are shared. Tailoring content specifically for Twitter allows for better engagement and trust-building with the audience.

3. Play to the Algorithm:

Understanding how Twitter's algorithm works can help companies improve their content performance. While nuanced ideas are important, leveraging popular topics and content types can boost visibility and engagement. Identifying influencers, using advanced search operators, and tapping into proven tweet strategies can help maximize reach and impact.

Actionable Advice:

  • Conduct customer research to understand the progress they seek in specific circumstances.
  • Use storytelling and emotional connections to differentiate your product or service.
  • Continuously align internal processes with the job to be done to provide a seamless customer experience.


By understanding customers' "jobs to be done" and leveraging Twitter for thought leadership, companies can effectively influence consumer behavior and build trust. By prioritizing the progress customers seek, businesses can tailor their offerings and create unique value propositions. Additionally, by following actionable advice on using Twitter, companies can establish themselves as thought leaders within their industry and connect with their target audience more effectively.

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