Guidelines For Brands Using Twitter

For many individuals, Twitter allows us to manage our multiple circles of friends and contacts. However, In what seems like a very short amount of time, Twitter has become one of the most talked about social networks around.  While it has a relatively small base of users compared to other networks such as My Space and Facebook—brands and organizations from Starbucks to Dell to Nike, Southwest and many more seem to be rushing into it for one reason or another. Back in 2007 when I wrote about in in BusinessWeek, I called Twitter a "Conversation Ecosystem"—that's because it's a platform that supports multiple conversations and interactions across multiple platforms.  If you are a brand manager, agency or even employee and you are considering diving into Twitter, here's a few things you might want to consider:

Be Generous
When the CEO of Zappos, whose Twitter presence boasts around 10k "followers" started using Twitter, the first thing he did was to start giving away stuff.  Some of it was products—but much of it was customer service related.  The employees at Zappos use Twitter as part of their customer experience.  They are generous with time and resources and fairly responsive. If you are trying to extend your influence in a social network like Twitter, you have to be willing to give something of value away without expecting anything in return. If you do it right, you'll get get a following.

Be Transparent
When Dell gradually empowered what is now dozens of employees to engage with customers, consumers and industry people—they obviously put in a policy of transparency where it's immediately clear that this is a Dell sanctioned employee.  Brands and organizations who want to build trust on social networks like Twitter are best served by revealing who their people are—or at lest being transparent about when asked. Individuals power social networks—not faceless corporations.

Provide Value
When Frank, a Comcast employee started using Twitter, he began helping people as best he could. Comcasts presence on Twitter is now a "micro customer service" platform.  Small in size, but generating positive buzz, PR, and word of mouth for the organization.  If you want to leverage a platform like this, you can't come in talking about your brand—you have to add value from day one.  If you're not ready to do this, you may want to try something else.

Listen, Before Talking
Following conversations on Twitter is like following conversations at a lively social event. But you can still be a good listener.  Search.twitter.com allows you to find out what people are saying about your brand—but even more importantly it's worth finding the people on Twitter who are NOT talking about your brand but ARE talking about the passion behind it.  For example, if you are an sportwear company, see who's talking about running or baseball.  If you are a food brand, see who's talking about diet and/or exercise. Talk about the things people care about—not yourself.

Context, Context, Context
Context in social networks is everything. If you come out of the gate talking about your products out of context, you'll come across as self serving and get tuned out.  Offer value first—prove that you are listening and do something that no-one else is doing. Then you can talk about products, if it makes sense in the right context.  You'll be surprised at how we'll be willing to hear you out.  But it takes a serious investment to soften the ground before inserting the product.

These are just a few guidelines that I'm offering from my perspective.  I didn't get them from Forrester or any other analyst firm—they are what I think works as a frequent user of the service.   I've used Twitter as an extension of my "personal brand". I share links, talk to people and in general be myself. In return, I've built relationships which transcend digital limitations and get insights into human behavior. If you want to see how I use Twitter, you can follow me here.  If you are thinking about putting your brand or company into this space, I hope this information helps.

Comments

[jon b]

Many brands are playing in twitter as Seinfeldian "sidlers" and "close-talkers". It's everyone's party. Personal space will become a very real issue as more brands join in.

You only belong in my conversation if you are someone who truly belongs.

Love the post, thanks for sharing!

[Heather D]

I'd also like to add "Listen before talking," but don't be creepy by just lurking and mining information. Be genuine and participate in the conversation.

Anything else is just "e-eaves dropping" and can jeopardize the trust people will have of brands set up on Twitter.

Great post! Thanks!
@MeHeatherD

[alice yoo]

while trying to establish my company, i use twitter to not only give people a sense of who i am but to also give them new links to my blog posts. this also links up to my facebook status where i've had friends tell me that they like knowing the new things i've posted.

my favorite line, david, is "offer value first—prove that you are listening and do something that no-one else is doing." I think this is key. in order to separate yourself from the pack, i think you need to both prove that you are human (mistakes and all) but also show that you can provide value in peoples lives.

@aliceyoo

[Adam Kmiec]

Should people/individuals follow the same advice? How about more value on Twitter from so-called leaders and less selfish promotion. How does the selfish promotion value the people following?

I think if more people followed the tenants above, you'd have a hell of a lot less noise and so much more signal.

[David Armano]

Adam!

That is a great question. I think it's very similar for individuals, but we have a lot more flexibility. People are on Twitter for different reasons just like people produce content for different reasons. Some want a following (which, given what you are saying there would be similarities)

Others just want to connect with friends and follow others. Some just like to think aloud etc.

So, depends on the goal. One difference between brands and individuals is that brands need a slightly more defined strategy. But yes, I think in the case of getting followers, there are similarities.

So, depends on goal, but yes there are some similarities. A really good question.

[Joann Sondy]

David's advice can also apply for those who want to learn more about this phenomenon that has global participants and outreach. By participating on small scale, I've observed those who do it well, like Armano, and others who use it to vent. There are no retractions, no do-overs with this medium, so you're exactly right about having a strategy; A company and/or individual has be flexible and quick enough to accept change; since, in my opinion, this medium can change in a minute.

[kelvin newman]

there's is a great case study of a small blackberry blog using twitter that seems to follow your guidelines and they've done great.

Like blogs its not immediately obvivous how an organisation can use them, and with twitter the jumps even bigger. I'm expecting lots of burnt fingers but a few hugely inspiring exceptions.

[David Weiner, PR Newswire]

Great post, David! I think that, with twitter and blogs, organizations have to think more about what they're going to talk about and who is going to do the talking. Everyone is a little too eager and needs to take a slower and more practical approach. All of the case studies you've referenced are great examples ... as is JetBlue (with their weather updates, etc.)

[Kevin Farner]

Another example on Twitter is @pandora_radio On the bio she states her real name so you know you're talking to a real person. She listens for when pandora.com comes up on twitter and offers help tips at the right time on how to use the service. And she shares with followers stations that the pandora staff listen to.

[Patrick Byers, The Responsible Marketing Blog]

David,

Another good piece of thinking about where twitter fits in the SM puzzle.

I wouldn't known about you if it wasn't for twitter. I get some of my best inspiration for blog posts from the folks I follow here as well.

[speed yo]

We really can’t deny the fact that businesses are testing out Twitter as part of their steps into the social media landscape. You can say it’s a stupid application, that no business gets done there, but there are too many of us (including me) that can disagree and point out business value. So I found the 17 ways you can use Twitter for both your professional or personal life in my blog

[Christian]

I just wonder when twitter will not be useful anymore for individuals?? This happened with myspace, I used to have a myspace account that i would check but not i dont because its too bloated and fat. Now it is happening with facebook. Twitter needs to stay as skinny as it can, because the nice thing about twitter is i dont have to listen to you if i dont want to, which is nice when it comes to companies trying to market to me.

I think this adds to the post, not sure.

[Harold Shaw]

One thing that I do like a lot about Twitter is that I can decide who I follow and who I don't it is my choice. That is one of the best things about it. But I hate it when people just use it to spam, but I try not to follow those that do.

As long as Twitter gives the user the choice who to follow, it will remain useful to me :)

Harold

[Ed Nicholson]

Great post, David. IMHO, the most successful brands on Twitter have appointed people to manage their accounts who can add _voice_ to the conversation. Toward that end, having the authority, confidence and knowledge to represent the brand's personality in the space is important. I don't believe it's something that can be delegated to a newly-hired intern.
I'm also a firm believer that Twitter is most effectively a two-way channel. Not many brands are going to be able to consistently broadcast invaluable content. So following back, listening and responding become important components to making it work.