This blog is a response to chapter 10 of the groundswell textbook called “tapping the groundswell with twitter” for my MARK4474 course.
Like the title says – tweet a little tweet on Twitter! If you don’t get the reference, it’s from this musical and lyrical YouTube video.
Oh, Twitter. Some people just don’t get it. I however, love Twitter – I’ve almost migrated from Facebook to Twitter completely – almost. I still scroll through my Facebook feed briefly every day, but find that the content isn’t interesting, or it’s repetitive. I find that Facebook is mostly used for people updating you on their boring lives, or in my step dad’s case, sharing every single video/image he says followed by “LOL”. Twitter on the other hand is more digestible. People can talk about their lives, but they’re limited to 140 characters! Ah! Besides, most people don’t boast about their lives on Twitter. It’s used for interacting, engaging with others and finding cool content. You can follow anyone, search for hashtags, retweet interesting tweets, share links and follow updates easily. It’s easy to use, mobile-friendly, and fun.
While great for personal use, Twitter is also a great tool for companies to take advantage of. Some companies are great at interacting through Twitter, while other companies fail to remain relevant and interesting. AMA’s main Twitter account, AMA in the Community, does a pretty good job of listening, talking, energizing, supporting and embracing with Twitter. AMA responds to people who ask them questions or mention them on twitter, and listen to what people are saying about us. AMA also retweets people’s tweets, like positive experiences they’ve had with AMA – or more recently, photos of people enjoying their ice cream from the #AMAIceCreamTruck. This Twitter account also lets members know what’s new in the “AMA world”, and tweets about other happenings in Alberta, showing that AMA is #PracticallyFamily.
Of course, Twitter is most effective if you choose a clear objective and strategy. Some learnings before going out and creating your own Twitter account (whether is be for a company, or person use) include:
- Lock up your handle.
- Make sure you get the Twitter handle you want. For example, if you’re company is called Super Sandwiches you’d want to get @SuperSandwiches as your twitter handle, before someone else does.
- Listen first.
- Simple enough.
- Follow others.
- Following someone can give them a thrill if you’re a well-known company/brand. You also need to follow them to give them a DM (direct message).
- Be ready for a crisis.
- Have a PR plan in place for when things go wrong. People will look to Twitter to get answers, and you better have them.
- Respond, retweet and link.
- An effective Twitter camapaign usually contains all of these elements.
- Staff it.
- Someone needs to have time to incorporate Twitter into their job (whether it be full-time, or an added duty).
- Check with legal and regulatory stuff.
- Don’t publish personal/private data on Twitter. It is open for the public to see. Also be sure you are prepared when doing contests on Twitter.
- Having gathered a following, don’t waste it!
- Keep people engaged and continue to be active on Twitter (Li & Bernoff, 2011, p. 210 – 211)
If you don’t have a Twitter account yet, I definitely suggest you get one! It’s simple to use and sign up for. 🙂
Li, C., & Bernoff, J. (2011). Groundswell. Boston: Harvard Business Review Press.