If you’re still trying to figure out how Twitter can help your company’s marketing and communications efforts, read Dave Kerpen’s latest article on Mashable, 9 Lessons From Successful Brands on Twitter.
Kerpen (CEO of a social media agency called Likeable) offers nine excellent examples of companies that have learned how to strengthen their customer relationships and their brands through Twitter.
Bergdorf Goodman is one of these examples. Kerpen notes that the famous Manhattan-based luxury goods retailer tweets about topics including New York, fashion and style. “They do an excellent job tweeting about the kinds of things their followers would be interested in, rather than only sharing about the brand,” he writes. “Lesson: Twitter’s not about you, it’s about your audience. Figure out what your audience wants to hear about and tweet it.”
Great advice. And this part is worth repeating: Twitter’s not about you, it’s about your audience.
In a previous post (Is Your B2B Site an e-Comfort Zone?), I made a similar case regarding corporate web sites and other marketing collateral. Sure, in the end it all points back to your company but that doesn’t mean the spotlight should always shine on you. Point it at your audience instead. Illuminate their needs and interests.
Do that and you’ll be surprised at how quickly they’ll want to talk to (and about) you.