Walton county people and businesses are Twittering

Some local businesses and individuals are using Twitter, a relatively new social networking device, to advertise a sale, announce an accomplishment or just tell their friends what they had last night for dinner. On June 17, Jay Massey, a venture technologist from Pensacola, lectured on the topic to a crowd of 25 at the Walton County Chamber of Commerce's first Power Hour lunch, held at the Chamber offices.

Massey described Twitter, Facebook and Linked In as today's essential business tools.

"MySpace is so 2007," said Massey. "Do you think you're too old for Facebook? How old is your business?"

Using several Facebook accounts to house different aspects of his own business interests, Massey disseminates news on a gallery, a philanthropic venture and uses Twitter to build business and social relationships for CoCo Design Associates, his software development company.

According to Massey, most large firms (such as Ford Motor Company) now employ a social marketing director. Massey gave the example of the Ford's utilization of the automotive industry crisis to pull business to their online forums. He said the free public relations Ford generated using this tactic was extraordinary.

Traditional marketing depends on "push" to obtain attention. In today's crowded information environment, such messages are readily blocked as people easily hit the mute button or turn to alternate media. Social networks, however, create "pull" - by asking questions, conversing, helping people and avoiding traditional sales tactics, they succeed by relationship-building.

Massey described Linked In as an online business-oriented social network. By asking a question about Small Business Innovative Research grants, he instantly heard from people at Princeton University. Massey said that Linked In is a good place to post references, advertise or seek jobs and explore business synergies.

Facebook, which was based on the yearbook model, is primarily for social networking. Massey said  the "groups" function of Facebook can support some business activities, and that new features will allow users to better organize and connect people with mutual business interests.

Some home-based small business owners who otherwise feel isolated stress the social function of Facebook.

"I work out of my house," said Henry Nooe, a freelance retail consultant in Seacrest. "Since Starbucks closed, Facebook has replaced the water cooler for me."

In addition, Nooe said Facebook keeps him better connected with far-flung family members, allowing nieces and nephews to know him directly rather than through their parents.

"This is a great thing -- I know all about their personalities, dating, music, day-to-day activities," said Nooe. "They're in their 20s and I avoid chiming in unless it's a family matter. We know each other in a way that, because of the geography of the family, we couldn't have otherwise."

Twitter, the latest entry to the social networking scene, offers simple, short (140 characters), real-time messaging to the whole world. The messages can also be private.

Twitter is particularly useful for small itinerant businesses, such as a taco truck or a coffee wagon, to help fans track their location on any given day in a neighborhood. Massey said that hospitals are looking at the technology with interest toward improving the timeliness of communications between physicians and family members.

 - Woofgang Bakery is using Twitter to advertise special events and to drive business to their store at the Market Shops on U.S. Highway 98.

- Colleen Coffield Sachs, a local food reviewer who blogs about gourmet issues and related guilty pleasures on Creative Loafing and for the Northwest Florida Daily News, tweets about extraordinary culinary finds she comes across in daily life.

- Henry Nooe, a Walton County freelance retail consultant, checks in with far-flung family members on Facebook to bridge the generation gap. "It's a place you can share random thoughts and ideas. It's a way to connect with humanity and its daily trials and tribulations," said Nooe. He also uses it to keep track of impending birthdays and anniversaries.