To tweet, or not to tweet?
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