Twitter has always left me cold. I mean, who on earth would want to post staccato sentences about where they are and what they’re doing? More to the point, who would want to read them?
Well, answering the first question, Stephen Fry. And a growing throng of punters intrigued by the polymath’s tour of Africa. Go on. See what he’s up to right now because he’s got me to reconsider my views.
http://twitter.com/stephenfry
The site says he has 30,840 followers, but believe me, many, many more are logging on to have a look. Why this is interesting is because Fry is in the middle of making a documentary called “Last Chance” and by the time it gets to your TV screen, it will have 16,000 ambassadors.
His twitter has a commercial purpose to it though it is well disguised by Fry’s charm and his enthusiasm for what he’s doing.
For brands, Twitter is another of these baffling new opportunities. Baffling because you can’t use it as a vehicle for your advertisements. You can’t plug a product or push out a message because people will simply ignore it.On the other hand, if you start talking about things that are interesting, well, then you might get a following.
BBC Entertainment are twittering pretty neatly. Little hooks about celebs (Robert de Niro joins Daniel Craig on the red carpet at Bond premiere) get you clicking onto the main BBC News site. They do a lot of tweeting, whereas British Airways haven’t cheeped since October 26th.
To Twitter well, brands have to tweet continuously. Stephen Fry’s posting his thoughts several times a day.
They have to have something to twitter about. It doesn’t necessarily have to be about what the brand or its employees are doing. Dell, for instance, use it to offer a stream of money-off promotions.
If they haven’t got anything to talk about, then maybe it’s time to look at the brand positioning.
Lastly, they can’t expect any sort of measurable ROI just as you can’t expect financial reward for every conversation you start.
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