How to run a Twitter Brand Asset with multiple contributors
A few months ago, my team worked with a client in maximizing the full potential of social media in building a brand, engaging potential customers and eventually making them buy. In the first few weeks, our efforts to actually turn engagement of the brand to the targeted audience didn’t work. People in the clouds want to engage with actual person and not with some soap or ice cream brands.
So, how does a brand perform in social media effectively? Create a persona that fits with the brand you represent to help communicate the messages. Our team designed a social media experiment on how to create online brand ambassadors or handlers that will serve as third-party collaborators to make the brand more engaging.
We humanized the brand. We crafted an actual persona—a fantastic identity of the brand PR Girl with a fashion sketch for the avatar and with matching Twitter bio.
We joined actual conversation. We’ve been using Twitter for a long time and we’ve noticed that certain hashtags crop up every now and then. We joined the popular ones to meet the bigger audience.
We observed the unwritten rules of Twitter etiquette. We made sure to follow back and use the reply feature frequently. Not a lot of people know this, but when you reply to a tweet, you create a link between the two tweets. We pay attention to our own mantra of “you are what you tweet”. Therefore, we are very careful on how we tweet and present our persona in the twitterverse.
We developed our branding identity. The whole process is about branding; therefore we need to be identifiable. Our tone of voice, our personality, our colors, the imaging should be consistent. Our own social cards carry the branding guidelines so when people see them, they know those came from our brand.
In the age of real time social media updates: tweets, posts and vlogs, it doesn’t always make sense to remain the sole contributor or administrator of a specific account.
In the age of real time social media updates: tweets, posts and vlogs, it doesn’t always make sense to remain the sole contributor or administrator of a specific account. Getting noticed and keeping the interests of our audience are very challenging. We have to be in constant communication. Having multi-user permissions allow us to almost work within the acceptable timeframe without focusing too much of our energy in one account. It also permits our entire marketing team to work on our Twitter hub with different levels to match roles need: account owner, brand manager, analytics user, content moderator, and designer. This multi user setup is easy on Facebook, but I can’t say the same with Twitter.
Facebook allows you to assign roles to team members with the permissions they need. Not all members require administrator privileges to your page. Some members can post or even create ads but not write page status updates, depending on what they need to do. Twitter is a bit trickier, at the moment; it requires you to share your password and username in order to have multiple people publishing new posts. So we started with 3 administrators/users:
- Primary user whom we patterned the persona. She’s a classic PR girl – witty, easy to like and she can talk with the audience about her experiences and thoughts on specific topic. Her tone of voice is that of the brand we are promoting.
- Social media manager. She is responsible of monitoring the traffic, the performance of each post/interaction, and scouts what particular topic is relevant to focus on specific day.
- Creative manager (this is where I played an interesting role). With my team I managed the social cards, the videos, photos and anything to ensure the branding is being implemented consistently.
For us to dance on the same beat, we created a simple rule to run the multi-user account seamlessly because we can’t afford to make a mess with our audience.
- One user at a time. Before any of us join the conversation, we made certain that the other administrators were log off.
- Stick to the assign role. If one user needs to upload images and videos, coordinate with the primary user on the complementary tweet or message.
- Leave the account as it stands. If one joined a group chat, all conversation should be intact so each user can be updated in case the primary user is unavailable to perform the role in the next session.
Having more than 1 administrator for any brand property you’re responsible for helps you manage the security of your company’s social media account that is becoming increasingly more important in the age of tweets and updates. Why? Consider what can happen if and when: (1) employees leave or terminated; (2) employees change duties or roles; and (3) new employees are hired. The last thing you want is to have your social media properties held hostage by an ex-employee. Do not allow an employee to insist on solo control of your social media properties. If you’re an individual practitioner, appoint a trusted friend as a co-admin. You never want to be in a situation where your brand properties are out of your control.
ABOUT THE AUTHOR:
Justine Castellon is brand strategist, a marketer and a writer. She authors in-depth marketing guides for entrepreneurs and other existing brands. Find her on Twitter and LinkedIn: @justcastellon