FOR SUCCESS ON TWITTER
Twitter would make them the target of negativity,” he adds. “What they fail to realise is that it’s not the presence of social media, but the actions of the business that make them a target.”
Another mistake, according to Carneson, is viewing Twitter purely as a marketing or branding tool when there are actually additional functions for enterprise use – such as recruitment, lead generation and as a real-time, always-on customer service channel.
“There are very few brands using the channel to its fullest ability, but some local brands are doing a great job as totally-immersed social businesses where they have social governance in place, a social editorial board and make Converse, but listen first. Twitter is like sitting down at a table during a dinner party… ·
· Be human, approachable and engaging. Define your purpose for the channel upfront. Know your audience. Know that if it’s worth creating, it’s worth promoting (organic reach will only take you so far).
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Donovan White, social media strategist at digital agency NATIVE VML, says that some businesses have had great success on Twitter when it comes to customer service – using the platform to learn about customer behaviour and then adjusting and responding accordingly.
“If the brand is in the FMCG [fastmoving consumer goods] market, for example, then a deep understanding of consumer behaviour is required in order to find that sweet spot and to identify customer needs – something which Twitter can solve in a unique way,” he says.
White cautions that if a brand is going to be on Twitter, it must have a personality “that can connect with the consumer in a personal, purposeful and experiential manner”.
This i s something t hat FNB’s @RBJacobs Twitter account has gotten When reviewing the objectives for a potential Twitter campaign or strategy, the experts insist that budget must be part of the conversation. However, while business leaders are used to devoting budget to t raditional ad campaigns and the occasional glossy advertorial, they certainly aren’t used to assigning budget for Twitter and other social media campaigns that are supposed to be free − a widespread and fatal misunderstanding, according to the digital gurus.
Today, there is so much content circling around that one needs to pay to be heard. Hence Twitter’s everexpanding list of advertising options, such as promoted t weets, promoted accounts and even promoted trends.
“Social media is only free if you do not va l ue your t i me,” i nsists FleishmanHillard’s Carneson. One of the biggest mistakes that businesses make, he says, “is not making the investment where the conversations are happening”.