This story makes me wonder who’s in charge of social media for any number of consumer brands. John Oliver rightly points out that some businesses are making HUGE mistakes when it comes to Twitter marketing. And of course, he finds the humor there as well. You can watch it here.
But the idea he espouses that ‘corporations don’t belong on Twitter’ is where the rant breaks down. It all depends on what KIND of information your business is posting there.
Let’s take Patagonia as an example. The brand currently has 184,000 followers on Twitter. A recent Tweet: Why Patagonia is closed for business on Sept 21st. The answer: So they can join in the People’s Climate March that day.
Ben & Jerry’s has 237,000 Twitter followers. They’re also taking part in the Climate March.
Nike uses its long-term theme of empowerment and celebration of athletic prowess quite often on Twitter, where they have about 3.8 million followers.
If your brand is doing good things, Twitter and other social networks are the perfect place to communicate that. However, Oliver makes a valid point that many brands are just plain dumb when it comes to what they consider newsworthy. Trying to latch onto current events is a risky proposition – unless your business is clearly doing something to improve the lives of customers, and potentially, the world.