To the satisfaction of many PR professionals, Twitter has made major strides in gaining acceptance among business communicators. It has definitely transcended the “kid stuff” perception it suffered from early on as these days people experience the simplicity and immediacy it offers to build awareness among business audiences. There has been a significant shift in usage among many organizations up the corporate org chart where it’s now senior executives who dominate a company’s Twitter presence.
With this growth of adoption come new strategic considerations.
I was (pleasantly) surprised to come across this recent article (http://www.nutmegradio.com/deconstructing-twitter-accounts-new-york-red-bulls-vs-manchester-city/) on a soccer fan site, which offers a fairly in-depth analysis of two different teams’ Twitter feed. The side-by-side comparison is compelling as it clearly shows two distinct approaches toward Twitter strategy. One team has a bias toward organization and information, giving followers all the information they need to know what is happening in the game. The other goes lighter on detailed facts, opting for more personal opinion that conveys the emotion of being there. For example, here’s two different Tweets on a goal scored for the respective teams:
(team 1):
30′ Goal #RBNY! And its Henry who takes a touch from an Agudelo cross and slides it off the left post. 1-0 #RBNY!
(team 2): GOOOOOOOOOOOOOAAAAAAAAAAAAAAAAAALLLLLLLLLLLLLLLLLLLLLLLLLLL
I don’t know whether either team made a conscious decision about what the purpose, tone and personality of their Twitter should be, but it’s important to understand that there are choices to be made. There are many approaches to social media. Which is right for your audience and brand?
Written by: Tom Faust
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