This week has been fascinating as celebrities continue to bring Twitter into the mainstream. Steve Rubel, SVP/Director of Insights for Edelman Digital and an AdAge columnist summed it up briefly on his Twitter feed yesterday: "Been thinking a lot about this week's events and feel Twitter will never be the same."
Who knows how the "Oprah Effect" will impact Twitter? CNN v Ashton? Britney Spears?
Over the past year, I have closely observed, managed or participated in more than a dozen branded Twitter feeds. Ashton and Oprah are quickly expanding Twitter's visibility with mainstream America - but I believe some of the key things I've learned over the past year will remain true - no matter what the impact of this week's events are:
- The importance of metrics: Metrics for evaluating conversations regarding Twitter go well beyond the number of followers. The "million follower" milestones for CNN, Ashton and Britney are interesting, but for companies looking to engage their communities online, how many people are commenting on what you say? Are you changing the tone of how people talk about your brand? How much traffic is the Twitter channel driving to your web site? Twitter isn't just about sales - but do you know if your Twitter channel is driving sales?
- The importance of transparency: Engaging people online in a public forum like Twitter isn't easy. You sometimes need to address when people are negative. It is an opportunity to listen and an opportunity to give your point of view. I think a great example of somebody taking on this challenge is Ross Turk, director of community at SourceForge. Ross is one of the best at monitoring the conversation online and engaging people online - even if the topic is potentially negative toward Ross's employer. More often than not, a conversation that starts negative ends on a positive note after Ross jumps in.
- The importance of commitment: Organizations and brands can't just outsource management of their Twitter feeds to someone and walk away. People with experience can help organizations develop good metrics, create a useful voice, and help grow a successful Twitter feed. But a Twitter feed will only be successful with significant time commitment from stakeholders within the organiation. The most successful feeds, in my experience, are the feeds that have an authentic, knowledgeable voice.
