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At TWTRCON 2010, a one-day seminar this past Monday that was dedicated to how businesses can leverage the social media networking platform Twitter, a panel of marketers shared their insights on how micro-blogging supports their audience interaction objectives.
During the session, "The Bottom Line on Real-Time," the following four ideas were shared by the panel, which included: Marla Erwin, interactive art director, Whole Foods Markets; Doug Ulman, president and CEO, LiveStrong; and Bert DuMars, vice president, e-business and interactive marketing, Newell Rubbermaid.
1. Leverage the passion of your evangelists. For nonprofit LiveStrong, Twitter acts like a member-get-a-member tool, by helping to spread the word about the organization's activities.
2. Tap into the immediacy of Twitter. Ulman says LiveStrong has had success with gathering donor feedback quickly via a post whenever it wants to test a simple concept.
3. Both corporate and individual account names work. Whole Foods Markets opts to use the corporate brand for its Twitter account names, while LiveStrong and Newell Rubbermaid like to emphasize social media contact on a more individual level with staff names on accounts. Erwin explains that a more branded presence works for the national grocer because it helps the company's tweets stand out in a sea of posts that mostly sport account holders' photos—and, it eliminates the need to change account names if members of the firm's social media team leave the company.
4. Prioritize interactions with followers to maximize relationships. Companies with followers in the tens to hundreds of thousands can't interact individually with all of them continuously. But, Erwin notes, it is important to be as responsive as possible. For example, the market learned that a brief acknowledgement of followers' compliments was important to undertake. In general, she's found success in giving priority to "at" replies to ensure direct contact from brand supporters gets response.
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