Brands are trying to find the right mix of traditional and new ways to reach their customers – and with smaller budgets than they had as recently as last year. The social media network Twitter has been experiencing rapid growth, but with largely unknown results or potential results. I have been asked about the virtues of Twitter by clients, friends, even people I barely know – is it right for them? The answer is a resounding “maybe.”
We have experienced solid success with Facebook and now with Twitter for several clients, including Eight O’Clock Coffee. The 150-year-old brand is “as fresh as ever” in terms of taste, as its recent winning of multiple taste tests across the country has proven. It’s also as relevant as ever, given its great value price point at the supermarket.
Twitter and Facebook have been instrumental in keeping that “great taste” messaging going, increasing awareness and consideration of the proven coffee brand among younger audiences, and strengthening the relationship with long-time and newly converted fans.
Before you decide to jump on the Twitter train, decide how you are going to use Twitter – and what you are hoping to gain from it. Thinking of Twitter like a virtual cocktail party can help put you in the right mindset.
o Don’t use Twitter to constantly hawk your goods or services. Nobody likes the insurance guy at the party who hands out his cards and follows up relentlessly to try and sell you something.
o Do offer something of value, something that reflects who you are and why you are there. Frequent interesting, informative and valuable updates are good. Also good: calling out other Twitter users to help promote their mission.
Perhaps most importantly: Don’t be a social network poser. If you don’t actively use and understand social media, make sure that your brand’s presence there is created and managed by someone who does. Otherwise your presence there may do more harm than good.
— Denise McVey, President of S3. S3 is a NJ-based creative agency specializing in advertising, marketing and PR.