The importance of being real has never been more apparent than right now. Even when television first brought political candidates and Hollywood stars into our living room, there was still a glass wall separating us. Computers in the home brought the world closer still, especially once the Internet became widely used, but it still seemed somehow removed.
Microblogging and microsharing applications like Twitter have broken through that barrier like nothing has before. This means that your company has only one chance to change how your customers perceive it. Jeremy Pepper of Pop! PR Jots talks about that one chance at establishing your corporate personality in his blog with the article Twitteriocy.
He makes several valid points in his article about what he calls Twitteriocy (Twitter + idiocy). The first, and most important, is not to let someone else try and interact in your place. I tell this to all of my clients, and it is so true. You must be genuine to be embraced in this new media frontier, and having a PR firm or another outside source that isn’t familiar with your corporate culture blog for you is a mistake. People online and active in social media can smell “fake” quicker than dogs sniff out garbage. It just won’t work.
His other points include not having to follow back everyone who follows you, using the right tools (he recommends TweetDeck, but there are a plethora of options out there to suit your individual needs), engaging with people who engage with you (this is key – why be on a conversation and community service if you act like a loner?) and choosing the right social media platform (similar to the “Twitter is not for everyone, pick what works for you” mantra I repeat to everyone I bring into the social media space).
I’m not a fan of putting too many rules on something that works well mainly because it is so a la carté, but this post offers a great guideline for those who do better navigating new things with a road map, and it will help keep corporations from wasting their time with social media strategies that flat out won’t work. The point is to bring your customers closer not drive them away, after all. The post is full of great takeaways to be a better corporate microsharer and engage with your customers in a more meaningful and productive way. I highly recommend you check it out.