Tag Archives: Twitter

Jekyll & Hyde: the Curse of Multi-Personalities on Twitter…

Now that Twitter has cemented itself as a valid tool for individuals to use in a ‘professional’ capacity, many users of the ‘micro-blogging’ site are choosing to create separate accounts for personal and professional use – and why not?  After all, a ‘professional account’ allows one to convey a ‘professional persona’, and reduces the risks of alienating business contacts with inane chatter about last night’s football, right?

On the surface, it seems that this is, indeed, the correct modus operandi.  Harking back once more to the old ‘Facebook = personal, LinkedIn = professional debate’, separate Twitter accounts seem to be a viable practice in order to ensure you communicate with the appropriate people through the appropriate ‘channel’.  But this, in my opinion, is where potential issues start to arise.

People’s increasing use of Facebook in a professional capacity has undoubtedly started to blur the boundaries between the ‘personal’ networking site and its professional competitor, LinkedIn.  Nevertheless, this willingness to embrace the former as a professional tool is still very much academic; the fact remains that these are two, very separate, Social Media sites – but the ‘identity’ of the user remains the same – Callum on Facebook and Callum on LinkedIn.

Which brings me on to my Twitter conundrum.

I have no doubt that the opines contained within this post will split opinion and cause a great deal of constructive criticism – however the fact remains that Twitter is one channel, just as Facebook and LinkedIn are both unique channels.  If you use Facebook for personal use and LinkedIn for professional use, the fact remains that you are on each individual channel ‘as an individual’.

Now, I’m not talking about managing a corporate account – after all, I manage three, comprising accounts for Stopgap, Fitzroy and Courtenay HR. This is not the issue in question: after all, I am Callum and Stopgap is Stopgap – two separate entities.  I refer instead, to ‘individuals’ (the clue’s in that label folks) who have a ‘John Smith’ account along with a ‘John Smith {company name}’ account.

I recently set up a ‘professional account’ (@Stopgap_Callum) in order to establish a professional presence in order to differentiate my professional followers from my personal followers.  But after a few weeks of operating in this Jekyll and Hyde fashion, I’ve come to the conclusion that this simply does not work.  Why?  There are numerous reasons.

•    Many, if not all, of my ‘professional followers’ are also following ‘personal Callum’.
•    People are sending @replies to both @callumsaunders and @Stopgap_Callum, in order to gain my attention, and thus a response, through the quickest channel.  Twitter, after all, is a communications tool.
•    You know what?  I actually want to share many of my interesting ‘professional tweets’ with people I know only follow my personal account.  Why should they be subject purely to tweets concerning Tottenham’s latest signing, when I have knowledge to share and real value to offer?

We live in an age of digital transparency – all of us have a substantial digital footprint, which means people can build a picture of us through Social Media channels whether we like it or not.  So why the need to create split personalities on Twitter, when this is just one channel in which we make up our overall personal brand?

Studies have shown that users tweet about different topics at different times of the day, which makes sense really.  When at work, I have my ‘professional hat’ on.  In the evenings, I’m just plain old Cal.  And since Twitter is an online extension of our personalities, it naturally follows that online behaviour follows this pattern.

Now, I’d be foolish to sit here and say that you should tweet professional messages during the day, then regress to a drunken yob in the evening, tweeting everything from offensive swearwords to sexist comments and derogatory remarks about your workplace.  Common sense should surely prevail, since Twitter remains a publishing tool through which you are publishing accessible content – one should feel free to be oneself, but individuals need to be aware that people can access your messages if they look hard enough.

The point I wish to make is that I am not a Victorian doctor who is able to drink varying Social Media potions and become different personalities.  I am one individual.  I may chose to keep my Facebook account separate from my LinkedIn account, but these are two channels in which I have one identity each – not two.

Twitter may have great use as both a personal and a professional tool, but the fact remains that it is one channel.  For better or worse, we only have one identity as individual people, and this is why Twitter should reflect this: unless of course, you are indeed Dr Jekyll or Mr Hyde.

Advertisements

Sussed Social Media? That Don’t Make You a Marketer Mate…

Operating in the Social Media sphere in both a professional and a personal capacity, I’m coming across an increasingly prevalent number of ‘instant gurus’.  Twitter, and LinkedIn especially, seem to provide a natural home for these evangelists, all of whom purport to able to advise on Social Media marketing strategy, just because they’ve got to grips with Twitter and LinkedIn.

Well, reader beware.

At its core, Social Media is a communications channel and, naturally, different people use it to communicate in different ways.  Digital marketing is also a communications practice – but this does not mean that a ‘Social Media guru’ can advise you on productive marketing strategies for use in Social Media channels.

There’s no denying the fact that digital marketing and Social Media are becoming ever-more interrelated – they are, after all, natural bedfellows and operate within the same space.  But marketing is marketing – and no matter how many tweets you’ve sent, blog posts you’ve written, or LinkedIn groups joined, using Social Media personally doth not a marketer make.

I’m constantly shocked by the ill-informed and generic advice being banded around the Social Media sphere.  Whilst I’m nowhere near arrogant enough to claim that I’m a definitive authority on the topic, my professional use of Social Media has evolved as part of an integrated digital strategy – and it’s the digital marketing discipline that informs the Social Media strategy – not the other way round.

If you’re looking for Social Media marketing tips, some fundamental truths should serve you well.  If the advice does not have these values at its core, the chances are, you’ve come across a fly-by-night ‘guru’.  Here are my basic pointers for using Social Media as part of digital marketing strategies:

i)    Social Media is not a standalone strategy.  It’s a stunning, dynamic, exciting channel, but needs to support a wider business dynamic.  You should only use Social Media for marketing purposes if it is part of a wider, integrated digital marketing strategy.
ii)    Social Media is a communications tool.  New rules apply folks.  If you’re spreading your brand around in various channels and using different sites to promote one-way messages, you’re destined to fail.  Social Media plays by new rules – you are not in charge of a two-way conversation – you just need to engage.
iii)    You cannot control Social Media marketing.  End of.  A transparent strategy still divides opinion, but even negative conversations can be turned into positive outcomes.  If someone wants to say something bad about your brand, chances are, they’ll do it.  Be part of the conversation and ensure that you resolve these issues with your customers.

These are three very basic pieces of advice – but I hope they will help individuals looking for specific SM marketing advice to understand the difference between genuine Social Media marketing strategy and community cowboys who’ve never worked in marketing before.

This. Is. Powerful. Stuff.

When Labour MP Kerry McCarthy was named Labour’s ‘Twitter Tsar’ back in August last year, several commentators rightly predicted that this year would see the UK’s very first ‘Social Media’ election.

Indeed, we now have a glut of MPs and parliamentary candidates tweeting about their campaign trail; the electorate can ‘like’ or become a fan of a political party on Facebook; the Liberal Democrats released an iPhone app to coincide with their manifesto launch – Social Media really has become the playground in which we, the general public, are being wooed.

But whilst this spate of activity highlights the possibilities of branding, marketing and mass communication, it has been another element of the forthcoming election that has really highlighted the incredible importance of Social Media as a real-time communications platform – the much-publicised Leaders’ Debates.

In similar vein to BBC Question Time (Twitter users regular tweet their opinions on the show as it is aired using the hashtag #BBCqt), the Leaders’ Debates have drawn a staggering amount of real-time comment, debate and interaction, using the hashtag ‘#leadersdebate’. Similar communities of people do exactly the same for Match of the Day, Doctor Who – the list really is limitless. But the Leaders’ Debates have drawn such a level of engagement that really is difficult to ignore.

People are once again engaging with politics in the UK – this fact is impossible to deny. There has been a huge surge in people registering to vote, which although most likely fuelled by a desire for change, once again shows how involving this election campaign is turning out to be.

But what this Social Media interaction really shows is how online channels such as Twitter really are providing people a ‘voice’ like never before. Although in no way comparable to the liberating role Twitter played during the Iran election protests, the huge interest in this election is highlighted by the fact that people are using Social Media to talk about it – and Social Media affords everyone a voice – one of the most fundamental principles of democracy.

As a marketer, I don’t need to be told of the possibilities that Social Media holds for brands and businesses. But in our rush to create dynamic, commercially viable SM campaigns that deliver lashings of ROI, perhaps we should start every campaign looking at the core element highlighted by the Leaders’ Debates.

Social Media is a communications tool – where the user has the power.

As Social Media marketers, we do not dictate the conversation and no longer direct a one-way flow of communication. The consumer audience now has power like never before – they have a voice – and it is our job to ensure our voice is part of their conversations.

Connecting HR – The Tweet Smell of Success…

Aside from several lesions to my shoulder courtesy of lugging stands and promo materials halfway across London through rush-hour (thanks @garelaos!), there’s plenty that I took away from last night’s inaugural ‘Connecting HR’ event.

The Square Pig in Holborn played host to a noisy cacophony of HR and social media enthusiasts, all casting avatars aside and emerging in the flesh (they live!) to network and solidify relationships that until now, have been nurtured online. Hats certainly need to be doffed in the direction of Jon Ingham and Gareth Jones, organisers of the event, as well as sponsors Courtenay HR, who put on a terrific evening.

From various conversations, I’m sure that the Twitterverse and Blogosphere will both be saturated with talk from last night, all of which I look forward to reading immensely. But for meantime, here are a few of my thoughts on the event.

First off, I’m not an HR professional, which is somewhat ironic considering the theme of the event! Nevertheless, I attended in a social media / marketing capacity, which is how I support the Courtenay HR brand and wider Stopgap Group and earn my crust. Nevertheless, after three hours chewing the fat (and consuming various imported beers!), I came away from the event with a thousand fresh perspectives and ideas buzzing around in my head. Here are a few of my findings:

i) Social Media is NOTHING without people

Forgive me for stating the bleedin’ obvious, but ‘social’ media really is all about human beings. I am a huge technology geek and make no secret of my love for social media. However, Twitter, Facebook, LinkedIn – every one of these revolutionary platforms is absolutely nothing without people driving it. We love Twitter – which is why we ran ‘Connecting HR’ – but it’s easy to forget that the reason we love it, is because real people are behind it. Social Media is simply the channel – people are the content and the reason to keep engaging with the platforms.

ii) HR and Marketing are intrinsically linked

I started the night (rather foolishly) thinking that marketers and HR professionals are very different creatures, however as the night and various conversations progressed, I realised in a true moment of epiphany, that HR and marketing are natural bedfellows. Marketing is about connecting with people. HR is about connecting with people. Social Media can be employed by either industry to build credible and lasting relationships with people. As Forrest Gump would say, ‘that’s all I have to say about that’.

iii) Marketers and HR functions need to be FOUND

When in Rome, do as the Romans do, and although this sounds highly anachronistic, the Romans are all using social media. Employees are people too (yes, it’s true!) and the majority of people now use some form of social media in their daily lives. One of the most effective ways of reaching people is to connect in a way that’s familiar to them. People are comfortable operating within LinkedIn, using Facebook, talking on Twitter, so why take them out of this environment? The advent of social media has meant that we as marketers / HR practioners no longer find people, they find us. Social media is one of the ways you can ensure that your business can – and will – be found by the right people, at the right time.

So as I wrap up (from a personal perspective) last night’s inaugural Connecting HR event, these are simply three key points that really shone out for me. Feel free to agree – feel free to disagree! But if you’re all as talkative as you were last night, I hope you’ll leave some interesting and insightful comments, here, on Twitter, on LinkedIn – hopefully I practice what I preach and you’ll all be able to find me in the way that suits you best.

Callum

@callumsaunders
@courtenayhr
Connect with me on LinkedIn
The HR Professionals’ Network
The Stopgap Group Blog

Real-Time Marketing

Being ‘reactive’ in the days of Web 1.0:

See / hear demand for particular product or service. Discuss with Marketing Team. Agree to run a print advert in a leading magazine that will be published in three weeks time. Three weeks passes, print ad runs, target audience no longer has need for product / service required three weeks ago.

Being ‘reactive’ in the days of Web 2.0:

See / hear demand for particular product or service. Act upon it:

The deluge of snowy weather currently causing chaos around the UK may be keeping many marketers from their offices, but has this stopped the flow of marketing communications? Far, far from it.

Several outdoor brands (as well as supermarkets) are turning the winter weather to their advantage, pushing out marketing communications through – you guessed it – social media.

‘But there’s no ROI!’ the doubters continue to scream. ‘We can’t measure anything!’

That’s right – we can’t measure the value of being instantly reactive and being able to offer real-time marketing to our customers. Why?

Because it’s priceless.

Social Media: It Extends Beyond Twitter You Know…

There’s no denying the fact that Twitter holds staggering sway over digital marketers and society at large. Mention ‘social media’ to anyone and Twitter is likely to be an automatic response. Whilst such a successful social media channel is a fantastic advocate for Web 3.0, digital marketers working in this channel need to remember that social media extends far beyond updating tweets of 140 characters.

Facebook may well have been the first social network to genuinely permeate society; however it’s Twitter that has gone that step further and integrated itself into our everyday lives, validating its position as the ‘poster boy’ of social media. But that’s exactly the point; just because Twitter is the David Beckham of the social media world doesn’t mean that there aren’t other players on that scene.

Take LinkedIn for example. The social network for professionals now has over 50 million members in over 200 countries and territories around the world. Executives from all Fortune 500 companies are LinkedIn members, which serves as a glowing reference for the power, and importance, social media now holds over all levels of society.

Whereas Twitter has become as valid a communications platform as email, playing host to conversations, breaking news and interesting links, LinkedIn allows users to develop much deeper relationships through its array of forums, groups and networks. Twitter may be getting all the press, but social media has an array of uses and consumers are using different channels for different purposes – and this is something digital marketers should not forget.

Pretty much every brand, company and organisation is now eager to ‘do’ social media. For the uneducated, this involves leaping on the Twitter bandwagon without due consideration, which results in a pointless offering that adds no real value to your customers. Whereas Twitter can greatly enhance your digital brand offering, this is only the case when it’s managed properly.

What the majority of companies need to remember is that social media extends far beyond Twitter. Careful thought and planning needs to be behind every digital marketing strategy – social media is no different. Get your brand on social media by all means, but consider the array of options available to you – your social media strategy cannot survive on Twitter alone.