20 Sep Why Corporate Twitter, Now?
Twitter is something everyone is using these days. If your employee’s are all using Twitter, then why bother having a corporate account? On behalf of our corporate @thirdmindNYC Twitter account, I spoke with Third Mind’s Director of Design, Robert Amerman (@VonDud) about the difference between personal and corporate Twitter account strategies. It is an important distinction, so we thought you could use some insight as well. Feel free to follow us @thirdmindNYC for more tips, tricks, and insights. You’ll be glad you did!
@thirdmindNYC – So. Why corporate accounts?
Robert – To be clear, let’s underscore that we were early adopters of Twitter as a personal outreach strategy. Our gang rolled out individual accounts within the dawn of Twitter. Our new initiative is extending the timbre of Third Mind’s voices, both personal and professional.
@thirdmindNYC – Early Adopters?
Robert – Twitter emerged in 2006-ish. Remember the initial ‘That service sounds crazy’ push back? The early adopters embraced the technology in 2007 / 2008. Once adoption rates crested the naysayers speaking in terms of Twitter as a time suck, or as a reactive one-directional vehicle, Twitter became a viable strategy. The early adopters helped Twitter rise above the accusations of mere digital noise. We were part of that rise. We continue to be intrigued and excited by the possibilities. (Of course we’ve already moved into early adopter roles for a number of additional social systems, but that’s for another interview!)
@thirdmindNYC – How can a corporate Twitter voice help?
Robert – Our corporate Twitter account provides a cohesive voice across our individual stakeholders. It supplements our personal voices. The corporate account also allows the company to underscore its role as a discerning strategic voice for our client base. More importantly we are showing our clients how to operate, in context. Applied. The technology is constantly emerging, so the applied part is more important than it may seem on the surface.
For Example, our Client Advocacy Program has recently been rolled out on behalf of our suite of Condé Nast (CN) magazine titles. Though we have tracked and interacted with CN campaigns as individuals to date, our corporate Twitter voice gives our CN partners several immediate benefits: 1) we become a marketing arm on behalf of our client’s initiatives via our advocacy, 2) we become trackable as an entity, 3) we can show our clients techniques to increase awareness in real-time, and 4) we can share their vision with our personal and professional communities.
@thirdmindNYC – How does emergence and applied come together in the name of Client Advocacy?
Robert – For example when Usher was releasing his next album and fragrance drop simultaneously, we built the first image-based Twitter sweepstakes in 2009. No one was thinking in terms of twitpics as an entry device at the time – but we were. We were advocating emerging edges of the technology to our clients, which reflects back on the client’s overall strategic success. In 2010 we were developing custom built API’s scraping specific content into the Pantone Universe experience. Last year’s Third Mind holiday campaign was literally displaying hashtag scraping and node powered displays of content – a Christmas tree assembled out of tweets! Tweets as objects for a visual world. We were developing the emergence AND showing the applied examples to our client base to help them move their campaign strategies forward. At least helping them think beyond Twitter = 140 characters.
@thirdmindNYC – Couldn’t you have done that with your personal Twitter accounts?
Robert – Yes… But we thought it important to convey who we are, what we believe in, and what we aspire to in a collaborative cohesive voice. Our corporate account gives us that platform —a sandbox for displaying tips, tricks, and solutions— while placing our excitement on full display. Collaboration, openness and transparency are a huge part of Third Mind’s corporate DNA. Why not display that for the world to see? That openness is certainly something that I’m very proud of.
@thirdmindNYC – Do you have any closing thoughts?
Robert – There are myriad other reasons for this subtle strategic shift. In the end, it’s important for Third Mind to approach projects as conversations. We have always acted as much more than a production agency or a group of technologists. Leading by example, brainstorming, and storytelling are where all projects should start. Our @thirdmindNYC account allows us to better tell that story. A story filled with personality, candor and risk. A story told through our crew of personalities.