#5 Twitter – should we be on it?
“My CEO and colleagues are asking me – should we be on Twitter?” We had this question twice last week we suspect they are not alone?! First up let’s follow the real live case study from NZ’s most trusted brand and acknowledge some great comments from Jonathan and Richard summarised as follows:
Great Comments in relation to why has trust in corporate gone down?
Thanks so much for the comments. Richard is saying that WOM is working precisely because companies are not wanting to connect with society and from what JR is saying a lot of that is to do with being too busy making money – pressure.
Yet that pressure comes from where society so – the conclusion is that corporate aren’t engaging with society because society wants them to make money. Circular?
Let’s see how this plays out with Cadbury shall we? We can test the hypothesis.
Cadbury
67% of you thought that companies, in general, no longer nurture relationships with society. That is why trust is dropping. So let’s look at how Cadbury responded – we were coming from a place of wanting to give a right of reply – as we are on the side of corporates clearly!!! (well most…)!!!
We have sent an e-mail to Mark Callaghan – Managing Director of Cadbury. Having struggled to find their details (their website avoids individual head office people’s details http://www.cadbury.com.au/About-Cadbury/Contact-Us.aspx) we decided to call and we got through to Andrea his PA. She did what a good PA should do – “I won’t give his work e-mail but send it to me”. This (‘privacy’) issue is tricky now – should she have done so (?) – her job is ‘protect him’. However should this policy change (?) – especially since – one minute later on linked-in we had it figured (and we wouldn’t be alone) since linked-in is the second fastest growing social network site.
So for those of you who attended our course – where the ‘involvement’ pillar was key – what impression of ‘making it easy to hear from the consumer does this convey?’
Loading ...Twitter – should we be on it?
One of our community has been asked by her CEO “Should we be on Twitter? It’s a risk because they might say bad things about us” says her CEO. (No we won’t be naming who even if you pester us drunk ok?)
Well we will continue this next week – but first up we need to be clear as to the motivation for being on twitter before we answer the question:
Loading ...Some examples:
For 1 – Media Companies like CNN, BBC and others are using it as a channel for awareness/traffic
For 1 – High Profile Individuals http://twittercounter.com/pages/100/0
For 2 – Companies are being ‘forced to’ in the US – locally Telecom has a formal twitter team and Vodafone has an informal one (http://twitter.com/telecomNZ)
For 3 – Sales Generation – mainly independent ‘mini-preneurs’ – connecting with individuals in corporate or selling DIY products/IP
For 4 – The big question – there is little data on this – we’ll let you know next week – we are digging.
See you next week!
Jake and Cornelis
