A Free-Reprint Article Written by: Enzo F. Cesario
Article Title:
Online Brand Management - Follow the Tweeter
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Article Description:
No one with any degree of sanity can safely dismiss the
impact of Twitter. Everyone of note is using it, as are
about half the people who aren't of note. Other social
media services may have equal popularity, but none has
changed the fundamental way people communicate as much as
this little service that forces them to compress their
thoughts into 140 characters or less.
Additional Article Information:
===============================
916 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2010-08-03 10:30:00
Written By: Enzo F. Cesario
Copyright: 2010
Contact Email: mailto:ennzo.f.cesario@thephantomwriters.com
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Online Brand Management - Follow the Tweeter
Copyright (c) 2010 Enzo F. Cesario
BrandSplat
http://www.Brandsplat.com/
No one with any degree of sanity can safely dismiss the impact of
Twitter. Everyone of note is using it, as are about half the
people who aren't of note. Most of the latter category are
either watching the people who are of note, or doing their best
to become one of them. Other social media services may have equal
popularity, but none has changed the fundamental way people
communicate as much as this little service that forces them to
compress their thoughts into 140 characters or less.
Follow Me!
One of the most useful features of Twitter is the 'follow'
function. Following someone on Twitter means his or her posts
automatically go to your homepage. You can further customize this
by creating lists, which will affect which timeline various users
will appear in.
However, remember that your homepage is visible to everyone who
has the link, whether they're following you or not. Just having
your link lets them see who you're following, and who's
following you in particular. In the effort to establish a proper
awareness of a brand, the company one keeps is exceedingly
important. As a result, learning to manage both the following and
followed by functions on your Twitter account is extremely
important to a web branding effort.
Whom to Follow
Choosing whom to follow can seem like a simple task, and at the
heart of things it genuinely is. For a private account, you
follow who strikes your interests and leave it at that. For a
brand-driven account, however, a bit of selectivity is important.
First, choose accounts that synch with the key interests of your
brand. One of the keys to good brand management is focus.
Everyone your account follows will have their messages displayed,
so it pays to make sure those messages are bringing up
information that reminds people about what you want them to think
of.
Second, it is vital that you choose accounts that post actively.
Twitter is a short message service, not a traditional blog. The
content is too minimal for you to rely on slow posters, so before
you put someone on follow make sure they are inclined to post on
a regular basis. Content is still everything, after all.
Third, limit the accounts your brand is following based on your
audience. Following two hundred others might keep your feed going
very steadily, but it also means your audience could miss
important messages in the scrollover. Be selective; don't jam
the channel with so many data - no matter how vital - that it all
becomes noise. Force yourself to choose only the most relevant
options. The emphasis on quality over quantity will prove
invaluable in the highly critical realms of the web.
When NOT to Follow
It might sound a bit mercenary, but it is important to be
relentlessly critical of the feeds you are following. The web is
a judgmental place, and despite the stereotypical depictions in
the media it is also a place with an exceptionally long memory.
As a case in point, during Ron Paul's most recent presidential
campaign, articles from a magazine he edited years ago were
brought into evidence. The web is like this with everything.
If someone your feed is following posts something that goes
against your brand image, block them. It can be as innocuous as a
difference of opinion, or as outrageous as a racially insensitive
remark, but be assured someone somewhere has a record. Post about
it, and put up a notification as to your decision. Cover your
bases, instead of giving the benefit of the doubt.
Presenting the Picture
Of course, there are occasions when you might want to follow
someone whose image contradicts your own. There is no hard and
fast rule, after all. Remember, for example, that you can compose
lists that display users in managed groups. This is a valuable
tool that can create the all-important context necessary for good
brand management and promotion.
For example, consider a brand that promotes environmental
awareness and social activism. It might be odd to see them
following a blog from a petrol company, but the list they put
this company in makes all the difference. This list might be, for
speculation purposes, a watchdog collection of all the major
industrial concerns in an area. When the companies promote a new
initiative or claim they're helping the local environment in
their tweets, the watchdogs can post a Twitter link to a news
article linking them to dangerous practices, and so forth.
So despite the above rule of caution in association, it is
equally important to remember that no rule is ironclad. Do what
the situation warrants, adapting your techniques to the moment
available.
Policing the Audience
The composite of who follows your feed says as much about your
group as the composite of whom you're following. A little
pruning is often in order. Yes, sometimes the following list can
be so large as to make it difficult to manage. Stephen Fry, a
famous English comedian, has 1.5 million people following his
account.
Still, pay at least some attention to the 'followed by' feed.
Randomly select one or two every day to see what they're saying.
This is a great way to get aware of what kind of perception you
have in the web community, and to do something about it, if need
be. Additionally, if you happen to come across a troublemaker
you'd rather not have associated with your account, well, so
much the better.
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Enzo F. Cesario is an online branding specialist
and co-founder of Brandsplat, a digital content
agency. Brandsplat creates blogs, articles, videos
and social media in the "voice" of our client's
brand. It makes sites more findable and brands more
recognizable. For the free Brandcasting Report go to
http://www.BrandSplat.com/ or visit our blog at
http://www.iBrandCasting.com/
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