Social Media is booming right now. Everyone wants to be able to get a piece of the pie and be able to use it beneficially. Social media is all about engaging the audience and gaining consumer interest levels. Twitter is a great fun way for corporations to achieve this support and gain a following. However, corporations must be careful about the way they employ their marketing tactics as to not create a social media disaster.
In order for corporations to be successful in a Twitter campaign they must be willing to follow these three simple rules:
Twitter as a platform is intended to have a very high reaction times. Some people tweet something new every two minutes. If a corporation is moving at the same speed they are bound to be left in the dust and miss critical warning signs of preventable disasters. Whoever is delegated the task of tweeting must be proactive and able to foresee these dangers. This person must be on Twitter constantly, following trends, tweeting celebrities gain maintaining relationships with the audience.
As mentioned above, the tweeter for an organization must have a special set of characteristics. Assigning this duty to the intern is not a smart move. Interns can be insecure, less educated and wary of responding to the audience. Also as mentioned above, corporations cannot risk slow response times therefore this task must be passed to someone who has the drive and enthusiasm for it. Selecting the right person for this job is critical. Depending on the size of the corporation and following, having a handful of designated tweeters all with the same criteria and similar attitudes is important.
Twitter is meant to be quick, fun and conversational. The best way to gain a following of any corporation is to promote the brand in a fun light. Offering incentives can be one of the easiest ways to do this. People love free stuff! Holding contests where the goal is to have a trend started or a large amount of people tweeting about the organization is ingenious. Not only does the organization gain exposure but they take on a fun, likeable personality.
If these rules are followed and a crisis still occurs, I think the best policy tends to be honesty. In the society we live in today we are always in contact and very public about our feelings. In order to avoid name calling and badmouthing, coming clean about the situation is best. When a corporation admits fault they are seen in a much more humanistic light. At this point they are no longer just a corporation but instead can be seen as a person that made a mistake. Full disclosure can be seen as risky but in most cases yields the best results.