Trust in Twitter?
Posted by coffeecupswritings
A study that came out yesterday about consumers’ trust of brands, specifically through Twitter. Although I’m not sure how I feel about brand trust via Twitter, I think it does allow brands to communicate with their consumers at times that matter most. From a brand’s perspective, Twitter is a safe space to play, specifically for highly regulated industries. However, entering the space and knowing how to play the game are two different stories.
Here are my observations of how brands can engage, the right way:
Listen, in order to be heard
Time and time again you’ve heard the importance of listening. This is a critical component of social media engagement, but it’s the most often to be cut out due to time allocations, resources or pure budgetary restraints. Any social media strategy requires knowing your audience, responding to your audience and giving them what they want and need. If you can’t achieve these requirements, you’re selling yourself short of truly making a lasting relationship and impact.
No one likes a self-promoter, be a resource
Since Twitter can be considered the safe social media platform, many brands will use it to broadcast news. The reality is, you don’t come into a party and talk about yourself, your accomplishments and all that you’re proud of. Chris Brogan has a great rule – split your time between listening, being a helpful resource, and finally – talking about yourself. Engagement means two-way dialogue and avoiding it while practicing social media is an oxymoron. Ask, answer and share. Social media and Twitter are about enriching our need for human relationships – personal and professional. Give followers something value. Twitter is not a status update – it’s a connection.
Be timely when it matters most
In the recent Harris and Fleishman-Hillard study, Dave Senay shared that Twitter offers brands a key opportunity to address and respond to crisis situations. @PRSarahEvans shared how she used Twitter to communicate during the Chicago earthquake, but from a brand’s perspective – companies can now give real-time updates on transportation crises, product recalls or natural disasters like the BP’s Gulf response. Rather than allowing news sources to be your company’s voice, doesn’t it make sense to have a voice yourself?
There are many other elements of company’s Twitter usage. What would you say is the no. 1 thing companies should be aware of when using Twitter?