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Working for the Weekend

Engaging on Twitter as a Brand.

By georgegsmithjr ⋅ January 11, 2009 ⋅ Post a comment
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I use Twitter for work.  It’s not “officially’ sanctioned or anything of that nature – I simply use Twitter so often and, running the Social Media campaigns, I figured my presence on the site should be somewhat active.

Using Tweetdeck, I just have a column that continuously updates me on the conversations that are occurring around the term “Crocs.”  I don’t bother getting that much more in depth at this time – the conversations are relatively predictable and I am mostly just monitoring and engaging people that offer an “opening.”  (Not sure how to quantify what an opening is – but it’s instinctual).  Anyway, the other day I saw the following tweet:

3boys1mommy Tweet

My response, about 15 minutes after her initial tweet, went like this:

Georgegsmithjr reply tweet

She responded shortly after that everything was fine and thanked me for contacting her.  I continued working like I normally do, responding to various tweets and doing the other aspects of my job.

A few days later, my co-worker Avery messaged me while she was going over the coverage reports that we run daily.  She said I needed to check out this blog – and linked me to 3boys1mommy’s blog – specifically this post.

The original post was never a negative attack on myself or even Crocs – yet the tone definitely was telling.  3boys1mommy is very proud of her independent blogging nature – she’s ad-less and doesn’t write to simply for product placement.  The fact that I tweeted her so quickly after she posted recalled the feeling of “Big Brother” watching.  I commented on her blog to clarify my position (hence the edit at the bottom) but I think she brings up a great point – is this invasive and how will marketing change the medium?

Personally, I am none too worried.  When I contact or engage someone in conversation, I am always transparent and genuine.  I knew the call volume was high with post holiday questions and concerns, so my original tweet was to remedy and help with customer service for the company that I work for.  It was the perfect application of the technology for business – popularized by the likes of Frank Eliason of @comcastcares on Twitter.  However, as these technologies become more mainstream – you have to watch out how you interact with people.  They may find it weird when a brand contacts them.  They may find it intrusive.  The Internet – especially opt-in sites like Twitter – are used in such a myriad sort of way that it’s not always known how well your contact will be received.

I went to a conference this weekend – Chicks who Click in Boulder, Co – and, being one of the only men surrounded by such intelligent women – I brought up the scenario to a lot of people.  The resounding answer – best paraphrased by Doyle Albee from Metzger Associates – was simply, “Now they’ll fear it, next they’ll accept it, and then they’ll expect it.”  The rapid evolution of how we communicate shows he’s probably right.  Still, it’s good to be reminded that people outside technological circles may react adversely to the intrusion.

3boys1mommy was a good sport.  She was commenting on the social phenomena and nothing was really meant to be directed at myself or at Crocs, Inc.  In fact, I’d like to believe that I’ve made a positive connection with her – we tweet to each other every now and then and she affectionately calls me “Crocs Guy.”  That leads me to start brainstorming on another post – the separation of personal and brand.  Stay tuned for that one…

Discussion

3 comments for “Engaging on Twitter as a Brand.”

  • http://shiningeyes.wordpress.com shiningeyes

    I can definitely understand her uneasiness with something like that… in a world where viral marketing is the new norm. Sometimes, it can be hard to know who’s being genuine and who’s being a corporate tool. It’s unnerving, but I think it’s great – it’s demonstrating to your customers that you care enough to meet them face to face. I think you do your company a lot of credit – your employers need to give you a raise. ;)

  • http://threeboys1mommy.blogspot.com/ 3boys1mommy

    Having worked in the customer service industry pre baby’s ( merchandiser Giorgio Armani) (name dropping ☺ ) , I completely appreciate your effort. I was taught to provide that level of service if not more. I recall having to hold lap dogs, deliver freshly tailored suits with a Dean and Deluca latte and wondering then, if we were crossing the line; getting too personal in other words.

    As for our exchange, I, personally had to wonder how you could have helped me via Twitter. How could any company help a client using these mediums without compromising the customers security, or making the client feel like their security could be compromised? Do I tweet my order number, my name? I could DM it, but how do I know you actually work for Crocs?

    These were the ideas that drove me to labeling it as a marketing ploy, not your presence so much. Sure you’re lovely Crocs guy, but I’m positive you can’t tell me where my Mammoths are. You can tell me they are comfy and cozy, but you can’t tell me why they weren’t delivered with the rest of my order unless I provide you with what I would consider to be private information.

    That said, I actually love that a brand can use Twitter to connect with their consumer. A “real” connection, A face to the name, even if it is for marketings sake. If it’s done correctly, I think it could be equally as effective as a costly magazine ad and I think that you, George, have the right approach.

    I’ll conclude by saying that my blogs only purpose is to make a handful of people laugh, so while the whole ‘big brother” angle was a concern, I think I may have exaggerated for the jokes sake.

    My readers always thank me for the laughs and to have you thank me for “making you think” is a refreshing comment this silly stay at home mom never thought she would hear.

  • georgegsmithjr

    The questions you bring up are good ones. Since I contacted you during business hours, I actually would have a lot of options as for helping you. I could have given you my email address – which is Crocs.com – and you could have given me some personal information which I could have used to look up your order information. In essence, you could have “cut the line” by using the technology and not the phone.

    Because of the nature of what I do, I have communication rapports with all departments at the company – so the access to the information on our side is pretty easy. Would I need some of your information? In your case, yes. In others, maybe not. A lot of our customer service calls are generic questions that, often times, have answers available on the FAQ page on our corp. website. Other questions involve a more generic answer. If you had been one of those people, a quick and public tweet would have meant the world. And – even I couldn’t help – the attempt generally makes people feel good.

    You definitely accomplish making people laugh and I knew you took the concept of what occurred and used that as a jumping off point. Still – the questions you bring up are legitimate and the type of things I will have to navigate as the program grows.