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This bothers me to no end. In fact, I’m so annoyed I’m writing another post about it: People who go on and on about what brands should be doing on twitter. The catch? They don’t twitter as a brand! None of their clients have twitter accounts and they have no real data to back up their arguments. These people only have their opinions on what’s “right” and “wrong”. As I’ve said before, there’s no “right” way to use twitter and I don’t think there ever should or will be.
My advice? SHUT UP. You are not Zappos or British Airways or Home Depot or Dell Outlet. Surprise, surprise, not all brands are the same. They have different demographics, different target markets and different goals.
Let’s take Dell Outlet for example. According to “experts”, Dell Outlet is stupid and sucks. They use twitter incorrectly. They don’t participate in the conversation. They don’t follow their followers. And, they only “blurt” out promotional messages. But, guess what? They have 2,250 followers. That’s two THOUSAND. How many do you have? Yea, I thought so. In addition, according to a presentation by Ogilvy, they hit sales of $500k. Hmmm, $3,759 for each of my tweets doesn’t sound too bad (as of this post, @DellOutlet had 133 tweets… do the math).
In case you’re wondering, why do I have a right to bitch and moan about this? Well, in addition to a personal account, I twitter for TWO major brands. The two brand accounts are 180 degrees different from each other- one engages, one doesn’t. And yes, we have tracking on everything. Yes, we have a few ROI metrics for twitter. And yes, BOTH accounts surprisingly hit those ROI metrics.
What you don’t like other people clearly do. So SHUT UP. I think any brand on twitter provides value to those who choose to follow it.
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