As said in a previous post, most experienced marketers would say that it doesn’t do a company any good to delineate from brand-centric messages in the social space. This is completely and utterly the wrong counsel, especially when referring to noisy platforms such as Twitter.If your company’s Twitter account isn’t growing, ask yourself this question:
How many times do I tweet with someone and not at someone? You’ll know exactly when you’re doing this, as the realization of it will manifest itself in the form of seeing your Twitter followers drop one by one, or that your feed is covered in corporate announcements. Okay- perhaps Apple or Google could get away with corporate announcements, BUT brands that are trying to build awareness should stick to conversing with their followers. I know you’re excited to share the latest and greatest news about your company, but remember the issue with all twitter users is trust.
Another key thing to remember about social media channels is they were never meant for companies to be a part of. It’s just yet another opportunity to meet consumers where they’re at—in terms of their passions, interests, buying decisions, and dilemmas. Social media is human at its core so it shouldn't be rocket science, but it is to companies who really just want to talk about, well, themselves. Picture the same approach happening at a retail shop. This is how the consumer-to-service person's dialog would go:
(Customer walks in)
Service guy: Hi! Try our Jalapeno Cheddar cream cheese! Here's a coupon!
Customer: No thanks, I'm just browsing.
Service guy: Piggly Wiggly just acquired Payless and we'll be selling shoes, isn't that great?!
Customer: I don't care.
Service guy: Ok, but definitely tell your friends!
Customer: Look. I like your store, but I'm feeling a bit suffocated. Can you lay off for a second so I can ask you a question?
Service guy: Uh...
Customer: Where do you keep the Miracle Whip?
Service guy: Um...
Customer: I'm leaving.
Here's a refined learning scenario-- the ones companies should definitely adhere to:
(Customer walks in)
(Customer walks in)
Service guy: Hi! Try our Jalapeno Cheddar cream cheese! Here's a coupon!
Customer: No thanks, I'm just browsing.
Service guy: Piggly Wiggly just acquired Payless and we'll be selling shoes, isn't that great?!
Customer: I don't care.
Service guy: Ok, but definitely tell your friends!
Customer: Look. I like your store, but I'm feeling a bit suffocated. Can you lay off for a second so I can ask you a question?
Service guy: Sure.
Customer: Where do you keep the Miracle Whip?
Service guy: Aisle 5
Customer: Thanks.
(Customer walks to Aisle 5, and discovers Miracle Whip is at a bargain price).
Customer: Hey, look everyone! Miracle Whip is on sale at Piggly Wiggly for $1.25!
So... when using a platform like Twitter, keep the message off brand more than on brand so that you can focus on your customers and turn them into fans for life. Agree or disagree? (I’ve really gone back and forth with this one).