I ran across an interesting “tweet” a couple weeks ago. (For those of you not in to the whole Twitter thing, a “tweet” is a message posted on the micro-blogging website called Twitter.)
The tweet directed us to a website called howtousetwitterformarketingandpr.com. Being the curious marketer I am, I checked it out and found out that the website simply says “Don’t.”
I beg to differ.
There certainly is a way for companies and brands to use Twitter. Southwest (@southwestair) and JetBlue (@jetblue) Airlines have successfully used Twitter to announce new routes, flight delays and have conversations with their consumers. Comcast (@comcastcares) has used Twitter to help their customers troubleshoot technical issues and have a meaningful conversation in the process. Whole Foods (@wholefoods) is using Twitter to answer product questions and have conversations with their customers.
See the trend here? The brands that are effectively using Twitter are the ones that are using it to have meaningful conversations. The ones that are using it to simply make announcements are Sturgeon fishing in Lake Michigan. It’s just not going to work. Having meaningful conversations with your customers or consumers doesn’t just apply to Twitter. Creating opportunities to have conversations should be the common thread in every marketing tactic.
Maybe that website’s URL should have been: http://www.howtoactivatemarketingprogramsthatdontallowconversationswithconsumers.com. THEN, the answer could be “Don’t” and I’d totally agree with it.