To Tweet or Not to Tweet? We Review 10 Reasons Why Not

BL Ochman’s whatsnextblog.com has a post featuring The Top 10 Reasons Your Company Should Not Tweet. It’s true; despite the fact that everyone in advertising and marketing is talking about Twitter, it may not be for everyone. So let’s take a look at Ochman’s list.

1. every Tweet has to be approved by legal: Good heavens yes. If your company is heavily regulated or if the culture is such that every utterance has to be cleared by legal then you may want to think twice about Twitter as a channel. The beauty (and the potential danger) of digital social media is that messaging sometimes takes on a life of its own. Once it’s out there it can spread and reach beyond your intended audience, which is great…until you say something you want to take back. You can’t.
2. you plan to use Twitter like a giant RSS feed: Disagree. Yes, the primary purpose of Twitter is to act as a conduit to encourage conversation, but there are plenty of examples of companies using Twitter to deliver coupons or product information. It’s a channel, after all, and can be utilized a variety of ways. You just need to ensure the expectation is set for your users and then met. Don’t promise to use Twitter as a two-way conversation and then pump it full of ad copy.
3. you think using Twitter is a social media strategy: Absolutely agree. Twitter is no more a strategy than is a single postcard or magazine blow-in card. You need to have a comprehensive communication strategy. Remember, everyone has equal access to these channels so you better know what you’re doing.
4. you think it's a good idea to have someone tweet as if they are the president of the company.: Agreed. Why would anyone do this? Would you hire an actor to give a press conference as the president of your company? This is your chance to speak directly to your customers without a filter or gatekeeper. Be honest about who you are and you’ll develop a more meaningful relationship and avoid potentially embarrassing backlash should they find out you’re not who you say…and they ALWAYS find out.
5. you are not going to respond when people direct tweets at you: Agree. That’s just rude. Are you going to establish a 1-800 customer service number and then never answer the phone?
6. you think paying for followers might be a good idea: I have to admit this is new to me. Do people do this? I can’t imagine that’s an effective source of warm leads. Always consider WHY people engage in a particular medium. I find it hard to believe anyone opts in to receive tweets from companies they don’t know.
7. you think all that matters on Twitter is getting a lot of people to follow you: Agree. I compare this to the obsession some people have with click-through rates. So someone clicked on your dancing cowboys? Congratulations. Did they buy your product? Are they telling their friends about it? Building a dedicated audience is what it’s about.
8. you want to protect your updates: Agree. If you’re posting messages you don’t want to go beyond a certain number of people than Twitter is not for you.
9. you plan to track Twitter with Google Analytics: Withholding judgement. There are new trends and developments surfacing in analytics everyday. And you can bet Google is aware of (if not leading) most.
10. You think you can market to people with whom you have no relationship: Split decision. While it’s true that the ideal is to establish long-term meaningful relationships through conversations with your customers, I think there are exceptions to that rule. I also think there are different types of meaningful customer relationships. Sometimes, I just need to know the release date for Pineapple Express and not engage in a months-long conversation with the video store clerk. If Twitter is how I prefer to receive new release schedules, then give ‘em to me!

Ultimately, Ochman’s right. You need to really think about what your goals and objectives are before engaging in new media. Just because it’s hot doesn’t mean you should jump right in and expose your brand without understanding what’s at stake. Luckily, there are professionals out there who can help (wink wink).