To tweet or not to tweet
I kicked off the blog this year by promising to asking a question once a month. Much like my other resolutions, this never really made it past February. Without committing myself to another doomed resolution I’d still like to ask a few questions and open the topic up to debate.
I was catching up on some reading and came across a case study about the social media success of US airline JetBlue. One particular section got me thinking:
I won’t name agencies, but we had a couple of agencies who talked about how adept they were on Facebook and how incredible they were on Twitter, and one of the agencies — it wasn’t probably a day after we met with them — I started getting follows from people in the agencies and they were all from accounts that were created in the last two or three days.
Marty St. George, Senior Vice President, Marketing, JetBlue (source: Mashable)
Do agencies need to tweet to prove they “get” social media?
As the head of digital at H&K Sydney it may surprise you that I don’t think every marketer should be on Twitter. I find people to be apologetic if they explain that they’re not into it. So what? It’s a personal preference to use a social network that is appropriate to your style and your needs. I love it, and I’d love for my interest in it to be contagious but I’m not fussed if someone else doesn’t get it. If Marty St. George had struggled to find on Twitter a representative of the agency in question I’d be willing to give them the benefit of the doubt – maybe a few key people ran personal accounts and numerous accounts for clients. Of course that wasn’t the case.
From an agency point of view, it would be odd if a good digital agency didn’t have a good digital presence. However marketing is supposed to be about knowing your audience. If clients need help in digital because they don’t understand it themselves, they’re probably not the type to stumble across your blog or follow you on Twitter. There’s a difference between proving yourself to your target audience or advocates and grandstanding in an echo chamber.
So what’s my answer? Yes, to prove you get a social network it would most likely be necessary to be active in that social network. However there’s nothing wrong with having a damn good reason why it’s not appropriate or suitable, as long as you’re happy to admit that.
Would love to hear your thoughts – fire it up in the comments! Do agencies need to tweet to prove they “get” social media?”
~ by mandi bateson on July 5, 2011.