On most evenings @ScottATaylor tweets “Be Good to Each other, there is usually a human behind that avatar…”
which provided my contemplation to start this weeks blog post
I am currently working on a proposal for helping out a small automotive company who when asked about their differentiator as a business replied “ We are honest, we tell the client what they need to know, which is not always what they want to hear.”
I pondered on that for a while, as I like to do. The statement itself is not much of a unique proposition statement for a marketing strategy for business. But I did appreciate the humility and integrity with which it was delivered. However, if that were a tweet would it come across as just another lame sales pitch?
I have often been asked how should I or should I be segmenting my twitter streams business vs personal accounts? I want to be me, yet I want to promote my business. I also want to maintain a rapport with my business clients who may not appreciate my 200 tweets on my favourite personal subject of Face Gurning.
For example giving credit to @vernongirl for posting this in her recent blog article: Greater Vernon Chamber Manager Touts Twitter: “Val says, “One of the most valuable things I learned from Scott Davis, is that you have to be human on Twitter.” That is one of the reasons why Val did not set up an automated message on Twitter, why she does her own tweets and why she often retweets her members and, even, non-members. She also realized how Twitter could be an opportunity for some of her staff, including herself, to connect personally with members and potential members and for businesses to connect with each other.”
So how as a business do we approach the world of Social Marketing?
I coach for a few companies with their social media activities, and have tried several methods of twitter techniques.
- I am a person who just happens to work for a brand
- I am tweeting as a brand
- I am tweeting as a person working for a brand
Jeremiah Owang also has some insight into this on his post: The Evolution of Brands on Twitter:
I believe that is all depends on how we paraphrase the content of our Tweets. For example, do we tweet by saying I/My was doing this or thinking this, compared with are we doing or are we considering.
Let me compare two Tweets:
1. Woohoo! My New 15″ macbook Pro has arrived! Have to wait an hour before I get home (via @mayhemstudios)
2. We’re cleaning the house! Rock Bottom pricing on select bikes, at invoice, don’t hesitate, Opus bikes, Commencal and Norco, (via @kelownacycle)
Tweet #1 is a very personal account of what this person is planning on doing. Tweet #2 is a business tweet promoting they have items for sale.
1. I am a person who just happens to work for a brand
If you consider that 90% of your updates and contents are going to have or are about ‘YOU’, such as in example Tweet #1 (as a person who just happens to work at or own a company), you will definitely find the greatest value in personal social interaction. There are many articles that you can read regarding how just being ‘YOU’ is a great way of using Social Media to it’s fullest.
8 Useful Tips To Become Successful With Twitter (via @smashingmag) Number 1. Above All, Keep It Personal from this article
Do You Separate Your Personal and Professional Twitter Lives? (via @performancing.com)
2. I am tweeting as a brand
If you consider that 90% of your updates are going to be about the collective ‘WE’, such as in my example Tweet #2 and the company wants to publish Sales, Reviews, Blog Post updates, consider tweeting under a brand logo. People will know what to expect, a news channel directly related to that brand. Consequently, have your company set up a company Fanpage on Facebook.
3. I am tweeting as a person working for a brand
The last option for consideration is if you are a staff member, and you are acting as marketing representative to your company through social media. Perhaps consider a twitter name such as “name_company”(for example scott_culturactive). Beforehand, make sure you know what the company policies and procedures are. And also consider asking if your company provides media and PR training.
Some other great Blog posts regarding how to set up social media for a business or as a person:
So remembering the words of Scott Taylor. Be Good to Each other, there is usually a human behind that avatar…..
As for me personally, I am very much myself under the avatar of @scottpdavis and you will find me tweeting like a maniac some days and not at all when I am trying to get work out or spending time with my family and friends. I try to share as much as I can about things that I find of personal interest and try to distribute items that people have been kind enough to share with me.
How do you use social media? And what do you find has been working well for that business or organization you work at?