Connecting with consumers on Twitter requires expertly crafted tone, strategy

Share this content:
Connecting with consumers on Twitter requires expertly crafted tone, strategy
Connecting with consumers on Twitter requires expertly crafted tone, strategy

Over the past decade, self-publishing platforms, such as blogs and YouTube, have made it significantly easier for a market­ing manager to both craft the message and press “send.” For most companies, the image presented was usually the corporate brand — until Twitter arrived, putting a per­sonal face on professional marketing.

“There's a personal component,” said Frank Eliason, director of digital care for Comcast. “People need to relate to the individual.”

This is quite different from traditional messaging, where the emphasis is on the company and not the actual employee delivering the message. Eliason's Twitter account, @comcastcares, not only has a photo of himself, but frequently includes his own personal thoughts. While Eliason's work creating @comcastcares has been lauded as a highly successful corporate approach to Twitter, the process took a year.

“Last February, we sent our first Tweet,” he explained. Then we listened for a while before we did anything.”

It was this period of listening that helped craft the voice, tone and general approach for Comcast. Eliason noted that using the search function of Twitter to monitor both mentions of the brand and the general conversation around the industry was particularly helpful.

Based on the listening period, it was clear that Comcast's efforts would be most beneficial under the customer service division. According to The Shorty Report, recently published by SawHorse Media, the ability to use Twitter as a customer service mechanism is frequently overlooked. Full disclosure: I became a reviewer for this report after reading it.

“Companies are mostly using Twitter to connect with their customers, but they do so though a number of means,” said Sawhorse Media founder Greg Galant. “Rather than just keep Twitter in the PR and marketing departments, some companies have allowed their customer service and operating depart­ments to get on Twitter in a big way

Galant noted that firms must develop a new communications protocol.

“Traditionally, every written word to come out of a big corporation had to pass through PR and legal, so it's a pretty big shift to let employees send messages directly to the public,” he observed.

close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above