Examples and advice for tweeting brands

By Andy Wright

Brands and Twitter…much has been written on the subject, so I thought I’d summarise my own research and conclusions.

I believe that customers have to be placed at the centre of brand strategy. To do this successfully, you have to talk to them regularly AND be prepared to listen to their opinions.

There are many opportunities for brands on Twitter. Below are some Brandhabits that might fit with your marketing objectives.

Relationship Building… Twitter can help you learn more about your customers. What they like and don’t like. What they feel about you and others. Why they choose you again and again, or don’t. Tweets can also shortcut customers to the information they’re seeking (much better than a corporate website, set up to be all things to all people).

E.g. @mystarbucksidea, @southwestair, @ChicagoBulls

Selling… yes, I said selling. However, be careful, you need to get permission. This permission comes from giving up information first, establishing a relationship and trust. Even more importantly, give the customer value that is personal and tailored to them. Then you can mix relevant sales tweets in with conversations. A ratio of 5:1 would be acceptable.

E.g. @amazondeals, @motodeals, @DellOutlet @VirginBlue

Retaining… after sales support and customer service. Twitter should be able to cover the entire life cycle. I’m not recommending it replaces email, contact us forms or contact centre’s. It can be an addition to these services. A quick and timely channel for those who would prefer to interact via 140 characters.

E.g. @popeyeschicken, @BigPondTeam

Informing… an obvious one. Especially for brands with a small share of reporting in the media. Twitter can be a news release medium. Perfectly ok, but the opportunity is richer.

E.g. @stirmyworld (World Vision)

Managing reputation…Corporate websites can be a great place to announce company information and react to good and bad press. They’re not a ‘destination’ for many customers. Twitter offers a real-time opportunity to communicate to followers in an instant. Marriott successfully have situation updates via Twitter during the Islamabad hotel attacks. Unfortunately, CottonOn hasn’t taken advantage of negative reaction to their latest children’s clothing line.

E.g. @MarriottIntl

Some other good BrandHabits to follow. Ensure that:

• You’re transparent – Don’t pretend to be someone you’re not, for a good example see @LionelatDell
• You’re realistic – Not everything can be solved through Twitter. Use it as a starting point or gateway to growing your relationships.
• You’re timely – People will expect an answer relatively quickly. However, “think, speak” is essential. You might be having a one-on-one conversation, but there are a million flies on the wall.
• You’re generous – Give before take. You need to earn the relationship and the trust.

For more great advice, I’d like to share and acknowledge other great posts that I’ve come across and have contributed to my own opinions.

Happy Tweeting…

Business Week – good examples of Brands That Tweet.

AdPulp – Balance of communication – be the individual’s advocate.

David Armano writing for Future Lab.

eConsultancy – Brands on Twitter – silence best policy.

Mashable’s guide to the best Twitter brands.