If we jump in the way back machine and go to 2006, when Twitter was invented, it wasn’t part of the national conversation the way it is today. I was finishing up my bachelor’s degree at the time and the only social networks I knew of were Facebook and MySpace. Now, students are being taught to create a personal brand. It’s crazy to think how far we’ve come in a few short years.
Twitter can take you to the party even if you can’t actually be at the party. Want to get behind-the-scenes at the Oscars? See the view from the front row at a presidential debate? Just hop on a hashtag and hang on.
This, my friends, is what we in the news business call “live tweeting,” a.k.a. Twitter Chat. Even if you’re not actually at the event, you can “live tweet” about an event as you watch it and share your reactions – “that dress! What was Sandra Bullock thinking #Oscars” – with the whole world.
However, if you’re protecting your tweets, the world won’t see what you post. If your account is personal, you may want this. For a business or news organization, this could be considered a Twitter “fail.”
It can be hard for businesses to keep a consistent Twitter voice, especially when several people run one account. I loved the example presented by Jill Duffy: General Motors’ Twitter account description names the four handles of the people who do the Tweeting for its account.
It can also be difficult to reach several different communities with one account. Branden Hampton’s company, Influential Media Group, is behind @Notebook, which was named the No. 1 most engaging brand on Twitter. Hampton told Forbes that his company runs separate accounts on fitness and skin care as well. This is a good idea, as different genres can interest totally different communities. For example, USA TODAY has its main account and accounts that correspond with each section of its newspaper/website — @USATODAYSports, @USATODAYLife, etc.
For me, joining Twitter back in 2008 felt like the thing to do because all my co-workers, were doing it. I was a newbie web producer and wanted to – and still want – to know how to use the social channels people use to connect with each other.
Like Michael Brito said, “Having a Twitter account doesn’t mean you’re a social media master … ” and I really feel that way. I always feel there is something I can learn, something I can do better. If I had it to do all over again, I would take my time and focus even making even more real connections rather than worrying so much about the follower count.
I do worry about what being so socially connected is doing to us as a society, which is what New York Times writer Bill Keller touches on in his 2011 article: “Twitter is not just an ambient presence. It demands attention and response. It is the enemy of contemplation.”
Do you know of any organizations that successfully maintain multiple Twitter accounts?
Are there any circumstances you can think of in which a business account should be private?
caseygrenet
Sep 10, 2013 @ 01:39:36
Hi Amanda- I don’t think there are any instances when a businesses Twitter account should be private. The purpose of a business is to create a brand image and get your name out to the public so that they can support your business or become a consumer. If you are creating a Twitter account for your personal use, then I feel that Twitter should be private if you don’t want random people following you. In my opinion, if you create a social account for a business, the purpose of it is to get your name and message out here! Great post!
amandaplaysjax
Sep 12, 2013 @ 15:26:13
Hi Casey,
I agree: not sure why a business would join Twitter to stay private. I saw that mentioned in Jill Duffy’s article that there were certain circumstances in which a business would stay private on Twitter and I was thinking “what would those be?” Maybe if they want to appear super-exclusive? Or if it’s like a club-type business?
Erin Tracy
Sep 12, 2013 @ 01:12:06
Amanda, I loved your take on the Twitter chat…”Just hop on a hashtag and hang on.” I feel like I really am part of the conversation when I do that.
William Sonoma is a company that maintains a few accounts. They also have Pottery Barn and Pottery Barn Kids. Each one is a little different. You can see a slightly more playful personality on the PBK account. I think they do a good job.
The only time I could imagine why a business would want to protect their posts is if they were using Twitter for internal communication. As long as they also utilized the power of Twitter for business from a marketing standpoint, I don’t think it would really be an issue.
amandaplaysjax
Sep 12, 2013 @ 15:30:11
Hey Erin,
I love live-tweeting! It’s very fun to do during an event, not only to contribute your observations, but to see other people’s reactions as well.
I think you may be right about using Twitter for internal communications, but if it were my business, I would be too paranoid to use it for that. Really everything we do on the Web has the potential to be public, but it’s even more of an issue with Twitter. With one click of a box in your settings, your tweets can go from private to public. It may end up being all right, but like I said, I’m paranoid 🙂
Erin Tracy
Sep 13, 2013 @ 11:45:34
Amanda, I would be too paranoid to use it for internal communication too! I feel like Facebook has had so many privacy changes over the years and you really should expect that all social media could have similar changes from time to time. It’s hard to keep up with it. I would hate to find out that something I thought was private wasn’t as secure as I would have hoped.
Lauren Roberts
Sep 12, 2013 @ 17:43:03
Amanda,
Limited Brands (Victoria’s Secret, Pink, Henri Bendel, Bath & Body Works and La Senza) has twitter accounts for each of its stores excluding Pink, which shares a feed with Victoria’s Secret. Each brand has a distinct look and feel to it.
It might be beneficial for law enforcement agencies and military branches to keep private accounts for the sake of the safety. I would assume that whoever was in charge of maintaining the accounts would be smart enough to not post anything that could risk someone’s life, but I guess there could be an argument that these are organizations that should maintain some privacy.
amandaplaysjax
Sep 13, 2013 @ 06:07:27
Hey Lauren!
Wow, I’m going to have to look into those Twitter accounts (love B&B’s outlet stores!) Most of my “follows” go to news organizations.
Like I said to Erin, I would be too paranoid that the “protected” Twitter account would get hacked. Especially if I was running a law enforcement/military account. For law enforcement, I’d keep the account open and release the information that I could to the public. The “classified” information, I would discuss internally only.
helenapeace
Sep 13, 2013 @ 18:54:17
I think that twitter fails happen all to often. People get too comfortable with the anonymity the web allows. Esquire and AT&T were slammed this week for this exact thing. http://nydn.us/16qkBkS It’s not a problem of having multiple accounts, but of not recognizing that there is a “professional” voice and standard you have to maintain. Working in social media is a balancing act between the personal and professional. Like my Momma always says, if you don’t have something nice to say… Don’t say anything at all.
amandaplaysjax
Sep 14, 2013 @ 18:04:42
Helena,
You’re right: Even if your voice on Twitter is a cool, smart ass one like Esquire, 9/11 is not the time for it. That’s why I liked the idea of identifying who tweets from professional accounts.