Brands that have figured out Twitter, are using the platform successfully to build awareness and create a dedicated community, that listens and reacts to their calls to action. To put it simply: Twitter is not a selling tool. In fact today’s consumers hate to be sold to, on any platform – we are confident and know exactly what we want, but a brand that can demonstrate a fun engaging personality and an ability to listen to its audience.
Learn From Justin Bieber
Singer and every teenage girls’ darling Justin Bieber is one of the most successful brands on Twitter. In 2012 he tweeted:
“YOU ARE ALL WORTHY NO MATTER WHAT ANYONE SAYS >> BE STRONG GOD IS WITH US ALL> MY BELIEBERS CHANGED MY LIFE> I WILL FOREVER BE GRATEFUL”
This simple message was retweeted 424,000 times and favourited 328,000 times. Instead of obsessively selling or talking about their successes clever brands realise that on Twitter it’s about their audience.
Twitter is not the right platform for Newsjacking
There are brands trying to ‘newsjack’ major events (it works just like hijacking and can be a useful PR technique if employed in the right situation) with the sole purpose of selling more goods. Judging by the people’s reaction to insensitive and unscrupulous selling Twitter is not the right platform for it. Right after the Aurora cinema shooting in US clothes vendor Celeb Boutique tweeted: “#Aurora is trending, clearly about our Kim K inspired Aurora dress 😉 Shop: www.celebboutique.com/aurora-white…”
After a firestorm of complaints Celeb Boutique claimed they failed to research the real reason behind the trending #Aurora (more on the use of hashtags in later posts). American Apparel tried to ‘ride the wave’ of hurricane Sandy in 2012. The company tweeted:
“In case you are bored during the storm. 20% off everything for the next 36 hours.” This unfortunate initiative provoked a lot of criticism from the customers.
In our other blog posts: more on how to use Twitter to get the most benefit for your small business. If you liked this post, don’t be afraid to share it on LinkedIn, Facebook or any other place you might like.