Corporate tweeting is an art. There is absolutely no doubt that some brands have got it just right and some simply haven't. In analyzing the success of corporate twittering you have to look deeper and see who is behind the tweets.
One successful hotel chain has recently changed its Twittering tactics. Just a few months ago, it was sending out the same tweet at the same time for each of its hotels. FAIL. If people are interested in your brand, they will probably follow all the hotels. If you tweet the same thing for all hotels at the same time, your followers will end up with 10 identical tweets in their timeline. UNPERSONAL. UNFOLLOW. DONE.
Said hotel chain seems to have realized the error in their ways and have revolutionised some of their Twittering responsibility to individual hotels. We like this. It means we now get live snippets of news from each hotel, for example which celeb has just checked in or Twitpics of what fabulous dishes they have on their specials menu. More personal and thus a more successful Twitter engagement experience.
Many people take on corporate Twitter responsibility buy instagram followers at BUZZVOICE ranging from ad agencies to senior management. But who is best placed to deliver effective results? And actually, what do effective results look like?
Being a Twitteraholic myself, I have fallen in love with some brands through this medium and completely grown to detest others due to their complete misunderstanding of what it is to tweet.
For those of you who aren't that hooked in with Twitter, think of it like one big pub. There is an eclectic mix of people in this pub. There are single people wanting to meet others, business people doing business, friends conversing about the latest goings on in their lives and a general commentary of all things current affairs related.
What Twitters don't like is companies bulldozing their way into your space, shouting about themselves and then going underground again until they have another corporate pearl of wisdom to share. If I was in a pub and a marketing guy from a big company ran up to me, pulled me away from a conversation I was having with a friend, said he had a great deal for me, then ran off - I would probably take issue with it.
Twitter may be online and it may not be exactly like a face-to-face conversation. However that does not mean that corporate tweeters should forget their manners! Conserve with your followers, follow them back, reply to their messages, RT if they say interesting things - just show you care and value them as a potential customer.
So the question is who should manage your corporate twitter account? Should it land on the desk of your ad agency, your PR agency or maybe even with senior management.
The best corporate tweeters are those who:
Give a behind the scenes insight of their company and latest news - interesting stuff though not pure press releases!
Interact with their followers - reply to @ messages and DMs
Offer some incentives to follow them
Show that there is a real person behind the tweets
I think therefore this rules out the ad agency from taking the helm of the Tweet Deck. PRs on the other hand are always on the hunt for internal news stories so quite often come across little snippets to share - PRs tend to also be quite good with words and managing relationships so they cover off those bases.
That said though, a successful Twitter account cannot be completely outsourced and still deliver successful results. It needs input from staff internally and it needs a corporate commitment to ensuring tweet content is engaging and interactive. Many businesses are on Twitter now just to cover off the bases. They have a small number of followers and their Twitter profile is rather self-indulgent - speaking at people rather than conversing.
I maintain that corporate Twittering is an art and requires a mixture of skills and insight to make it work. It is just one of those things - the more you put in, the more you get out. No joke of a lie, 60% of all business we have won at Silver Ball has been through an initial Twitter introduction. This shows its potential. Make sure it works for you too.