To tweet, or not to tweet?

Finweek English Edition - - INSIGHT - BY JES­SICA HUB­BARD

This is the ques­tion that most busi­nesses and brands are faced with at some point – of­ten to t he i r r it ation of stressed-out ex­ec­u­tives. When placed along­side Face­book, Google+, LinkedIn, Instagram and other plat­forms, do­ing the ‘so­cial me­dia’ thing looks ex­haust­ing and in­creas­ingly ex­pen­sive.

Yet it is hard to ig­nore the pos­i­tive buzz and high lev­els of en­gage­ment that some busi­nesses have gen­er­ated from Twit­ter cam­paigns. FNB is one of the most ob­vi­ous and widely-ref­er­enced lo­cal ex­am­ples of cor­po­rate suc­cess on the plat­form, while tele­coms group MTN has also been ef­fec­tive.

Katie Lampe, Twit­ter’s head of sales op­er­a­tions for Europe, the Mid­dle East and Africa, points out that whether busi­nesses are on Twit­ter or not, “there are users on Twit­ter talk­ing about them”.

“Busi­nesses have t he choice to par­tic­i­pate,” she ex­plains. “If the [on­line] con­ver­sa­tion is neg­a­tive, com­pa­nies that choose to en­gage on Twit­ter have the power to shift sen­ti­ment, of­ten just by show­ing users that they are lis­ten­ing.”

Jared Car­ne­son, dig­i­tal lead at public re­la­tions agency Fleish­manHil­lard, agrees that “if peo­ple are talk­ing about you, they are prob­a­bly talk­ing about you on so­cial [me­dia]… and they are do­ing so whether you are on so­cial me­dia or not”.

“Most C-suite ex­ec­u­tives be­lieve that

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