PR News devoted an entire day to Twitter tactics at its Nov. 10 Twitter Conference at the Wynn Las Vegas, offering nearly 200 communications pros the opportunity to learn about topics ranging from how to measure Twitter activity and drive bottom-line results to managing the legal risks in social media and using Twitter in crisis management plans. Tweets associated with the conference flowed freely throughout the day around the #prntwitter hashtag, with attendees sharing key insights from the panel discussions.
What makes for a successful Twitter strategy? Kip Wetzel, senior director of social media service and strategy for Comcast, said that successful brands establish a level of trust with their consumers—whether it’s through comedy or customer service—to fuel engagement and loyalty. “The heart of a brand's social strategy should be maintaining a consistent presence and to be listening,” said Wetzel. “Too often large brands are seen as talking at consumers, but social media has let us listen to customers and engage in dialogue to truly serve them.”
Graham Kahr, social engagement scientist at Las Vegas-based Zappos, said that his company uses its Twitter accounts to increase awareness of the brand, drive perception of its unique culture and increase customer affinity for the brand. “We're looking to form lifelong relationships with our customers, and we think Twitter helps us do that," said Kahr. “We want the same experience you have on Twitter as when you call our customer service center here in Vegas.”
In his keynote presentation, Jason Falls, CEO, Exploring Social Media, and co-author of the new book No Bull**it Social Media: The All-Business, No-Hype Guide to Social Media Marketing (which was distributed to all conference attendees), emphasized the importance of tying Twitter to business objectives. “When you have hard-line objectives, you don't get caught up in the shiny new objects and tools,” said Falls. “You can then stick with what matters to your business and what matters most to your executives—how much money was made, how much money was saved and whether your customers are happy.”
Falls, who believes that in most cases social media should be the responsibility of public relations, said that Twitter can also be used to boost media relations. “Look for the media that’s relevant to your business and connect and build relationships with them over time,” said Falls. “Connect with them now, not when you need them. The 'R' in PR stands for relationship, not release.”
In the day’s closing crisis communications panel, Dallas Lawrence, chief global digital strategist for Burson-Marsteller, said that it’s critical not just to listen on Twitter, but to listen with the intent to engage. “In a crisis, if you listen and find the entry points where you can talk about your efforts, pump out information and distribute videos and blog posts, the community will know that you're listening and will then help you get your voice out,” said Lawrence.
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