Lon S. Cohen is a writer and social media strategist. He is @obilon on Twitter.
A Mashable article by Dr. Mark Drapeau was passed around on Twitter this Friday, calling for a ban on brands on Twitter. I respectfully disagree.
1. Twitter is Opt-In
Fundamentally, I agree with what Drapeau says about the spammy Twitter accounts that are used just to get one more silly site link out there by an SEO company or brands that totally misunderstand and therefore misuse Twitter. It undermines Twitter’s usefulness in a small part. But since, as the author himself points out, Twitter is an opt-in service (meaning I can follow who I want and not follow advertisers) the impact is minimal.
2. Twitter is the New Phone Company
Look, I am a centrist. Sorry to sound so wishy-washy about it but I believe that there is room for both brands and for person-to-person communication on Twitter. In fact, that is what I would argue the thing that makes Twitter so great. I believe it was Chris Brogan who recently Tweeted that he follows so many people because he thinks of Twitter as the new phone company. It is certainly a useful utility that might even grow up to be even too useful and powerful to ever be meaningfully monetized. Not that it can’t happen but Twitter has become such an extremely dynamic form of communication that it may transcend that simplistic, “where is your business model” mentality.
3. Brands Can Have Personalities Too
In the end, we follow who we follow for our own reasons. On the TWIT podcast someone said that we shape our own stream on Twitter. Nothing could be truer. My personal strategy is to keep the people I follow to around 100 people or under. For that, I must be selective. I have people I just like. People who are big time influencers. Others are loudmouths that entertain me with their Tweets. And others whom I respect their intellectualism. In there are some brands. I actually have a lot of respect for people who Tweet under a brand. Brands can have personalities too.
Twitter Tips for Brands in 140 Characters
So what's a brand to do? My tips, in 140 characters or less:
Brands have to be more than just faceless organizations online. They need to offer value added content about their brand/industry/sector.
I hope that we contribute to the Twitter conversation by bringing news and info not only about our cause but related topics as well.
Each brand can represent more than its product or service. It represents a whole industry and related content attached to that industry.
You don't have to talk about your competitors but you should talk about what your customers come to you for.
Creative Ideas for Brands on Twitter
I would also add that a brand has to use every marketing tool according to the players already in the game. Don’t come to Twitter as a new brand and expect people to follow you just because you are well known. You need to offer more. I believe every brand can offer more, especially on Twitter because of the nature of the conversations that go on, not in spite of it. I would love to hear from some of my beloved brands like Coca Cola, Proctor & Gamble, Sam Adams, and on and on.
P&G
Coca Cola
Sam Adams
Brands on Twitter? Absolutely Yes!
The group will take care of the spammers and insincere brands on Twitter. Nobody will follow them back. They will get reported. They will be ridiculed into submission, eventually. There is no reason to call for a wholesale ban of brands on Twitter. I for one, want to hear what they have to say.
My last Tweet on the subject:
Of course we belong on twitter. End of story... :-)