Partnering with my colleague Steve Bagdasarian, we took a stab at categorizing how brands engage on Twitter. The model uses two axes to form four quadrants:
Axes- X-Axis (Content): The degree content is customized/produced specific for Twitter
- Y-Axis (Conversation): The level of 2-way interaction with followers
While, arguably, many of the brands we plotted might also fit into other quadrants, we looked first at how the brand has defined their channel. For example, the American Red Cross’ social engagement is primarily around disaster preparedness updates but that’s not to say that the company doesn’t also engage with its followers.
Some brands have set up separate channels for different “social voices” as is the case for Jet Blue. The company’s primary Twitter channel is focused on customer service but they also set up @JetBlueCheeps channel to broadcast limited time airfare deals.
It all depends on your company’s business goals. Some may criticize that using Twitter simply to broadcast goes against the “social” purity of social media. But if you look at @DellOutlet and its 1.5 million followers and the fact that the channel generates sales for the company, how can this be a bad Twitter strategy? Especially since Twitter’s partnerships with Bing, Google, and (most recently) Yahoo gets Twitter content into the hands of the “non-tweople.”
This post was cross-posted on Hill Holliday's blog.
*People are always telling you what to do, but what's right for them may not be right for you.
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