Tweet This: Some Do’s and Don’ts of Corporate Tweeting
Oct 16, 2008 Blogs, Branding, Customer Service, Marketing & Communication, Microblogging, PR, Social Media
Over a year ago I joined, a then fledgling social network, called Twitter. While competitors to the microblogging platform have appeared on the scene, Twitter still seems to number one in the flock. Likely you know what Twitter is by now, but if not – here was my post a year ago about Twitter.
A social network must have reached mainstream, (estimates are between 1 and 3 million users) when companies pay attention and try to manipulate the space to promote their goods and services. In fact, many companies have set up their own Twitter accounts – Dell, Zappos, Comcast and Whole Foods are just a few examples. But, what is great about this social space is that it isn’t just about selling products to many of these companies, it is about customer service, challenging misconceptions, and an open conversation with their customers.
For example, according to Business Week, JetBlue tracks what their customers are saying about them, and use a scanning tool to find customers who need help on flight information, including delays and cancellations. Many companies recognize – the ability to offer service at the moment of need, and, the potential of an immediate interaction with a customer – can have a very positive effect on that customers perspective. Twitter offers that ability.
Did I also mention that the cost of being in this space is very reasonable? Just the human resources to monitor and ‘tweet’!
Searching Twitter
I scan Twitter on a regular basis using Tweetscan and Summize. I have also just recently tried TweetDeck. These are tools to monitor the Twitterspere! (Wait for a future post on how to use these tools.)
I currently do not “tweet” for work. I simply participate in the community – follow me if you like (I am on on some days, off other days depending on the mood of my children!) I rarely talk shop (work) on Twitter, and have only on occasion replied to a Tweet regarding the brand (but when I have, I have always introduced myself as an employee of the company!) I have set up a Twitter account for the company, and when we launch our new site (more info soon!) I hope we will begin Tweeting as well.
Home Depot on Twitter
The other day, while scanning Twitter for key terms, I came across this “tweet”:
Wow! Home Depot Canada is on Twitter! Apparently, so is Home Depot in the US. Kudos to them! However, I think Home Depot Canada can learn a few things from their US counterparts. Seeing them on Twitter got me to thinking about the do’s and don’ts of Twitter!
Twitter Do’s and Don’ts
* Listen and Participate First
It is a great idea to listen to the conversation first. Scan Twitter for your company and product names. Listen to what people are saying about your brand.
Participate in the community “as yourself” – get a feel for how the network works, and be comfortable in sharing your thoughts, links and reply to people you are following!
Hint for Home Depot Canada – Did you participate before? Did you listen? Remember this is a conversation
* Follow People!
Find people that have similar interests as you and follow them! Twitter is pretty dull if you are talking to yourself and not listening to others. If you follow people – chances are they will follow you (unless you aren’t saying anything interesting!)
Hint for Home Depot Canada – Currently you are only following 3 people. Search Twitter for terms like “renovation”, “DIY”, “drywall”, “painting” etc and add people who are talking about home projects! Your tagline “You can do it. We can help” can be be actionable on Twitter. Be there to help out the Do It Yourself-ers!
* Tracking
Use tools to track brand terms, product names, and keywords to help you find Twitterers talking about your company, or potential followers (or customers!). There are many tools you can use to make the job easy.
* Be responsive and Be a real person
First of all be personable, not a corporate brochure! Say what you would say, not business-speak! Share more than sales information.
Include a name on your Twitter profile. If a variety of employees are Twittering you can either have multiple accounts like Dell or change the Bio to include “On Duty Now” information as JetBlue does.
Connect with people who talk about your brand – both positive and negative through replies and direct messages.
Hint for Home Depot Canada – Don’t just try to sell stuff on Twitter, by posting store specials alone, people will eventually stop following you or not follow you to begin with! Offer worthwhile, brand-related content outside of great deals!
Respond to tweets on your brand and products- try using “@replies” to communicate with followers and non-followers alike! You will not only encourage followers you will build brand loyalty.
And, add a name for the staff running the show! By the way, your US counterparts are already doing all of this…so perhaps check out their Twitter account!
* Do it yourself
Twitter is one thing you shouldn’t outsource! Brand responses should come directly from the brand. Another company would have to come to you anyhow for the brand responses, so why not do the job yourself!
Done right…Twitter can look like this:
Popularity: 12% [?]
| 3.2 |
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