Tweet About My Brand, Please

Does the Twitter phenomenon have any application for brands? Well that depends on the brand in my estimation. There is no doubt that a company can be more personal, more approachable by using Twitter to tweet about what’s going with them. But does it impact sales? And isn’t that the end-game for brands, building sales? Maybe if you have a really deep understanding of your audience and their engagement with Twitter you can create connections that lead to sales. It takes time, you cannot just go out and tweet a desperate plea for people to buy your product. Doing a series of features and benefits tweets probably won’t work either. And if you’ve been sold on doing it just because it’s one of the latest and greatest do yourself a favor and think long and hard about it. If you aren’t responsive, fast to get news out or not stimulating dialogue you won’t get very far. And the last time I looked the most valuable asset most brands have is time and wasting it is never a good investment.

Jeremiah Owyang has a great post on the Evolution of Brands On Twitter http://www.web-strategist.com/blog/2008/08/18/web-strategy-the-evolution-of-brands-on-twitter/

I think most brands are still moving in the slow lane and should probably stay right there. This should not be part of your web strategy. Think about it, a brand creates a presence on Twitter and is fairly prolific, responsive and relevant. Then a consumer goes to their site or calls customer service and gets a totally different experience. Bam! The brand is dead to that consumer and probably 1,000s more that he or she connects with in the various social spaces and places they frequent. Ouch. Most brands should stay on the sidelines if they aren’t going to make the commitment because the ROI is as tough to quantify as any social media or traditional public relations program. Get your house in order first. For these brands, time and money should be spent on first SEO and customer service. Then on SEM where they can really measure their web strategy and efforts all the while creating a dashboard to share results with the guys in the corner office. There is a post from Adverblog that parallels my POV on this subject.  http://www.adverblog.com/archives/003542.htm

If you do decide that Twitter is going to be one of your engagement tools, it can be really powerful for making connections with a community.  You can use it to promote something new, dispel a rumor and create a conversation.  It may just be momentum changing for your brand.  Joe Jaffe had some interesting thoughts on Twitter Chatter as he called it http://www.jaffejuice.com/2007/05/twitter_while_y.html

Stay On Top

I’ll admit it is absolutely impossible to know everything that’s going on with advertising, branding, communications and consumer insights but if you are in the hurricane of today’s marketing communications environment you have no choice but to try.  If you are in an agency, like I am, it does not matter if your agency is doing it or not you need to know what tools are out there and figure out how to serve those tools to your clients before someone else does.  That does not mean being all things to all people, but rather knowing how to create partnerships to benefit the client.  A client who has been served well will give you credit for knowing what they need and how to get it done.  Most clients don’t want more relationships, they want more solutions that positively impact their business goals.