When it comes to this article – We Got A Look Inside The 45-Day Planning Process That Goes Into Creating A Single Corporate Tweet – it’s hard to top Patrick Ruffini’s response.
Inside the 45 Day Planning Process for a Tweet That Got Zero Retweets and Two Favorites. http://t.co/5NeIjTQxzJ
— Patrick Ruffini (@PatrickRuffini) May 28, 2014
But I’ll note this: Twitter is not actually a good place to advertise your product, unless of course you’re paying Twitter to insert your ads into people’s feeds (at least, the ones who aren’t using a Twitter platform that kills said ads on sight). Come right down to it: companies should not have Twitter feeds at all unless they have something legitimately interesting to say – and if there’s one thing that a 45 day planning process can accomplish, it’s the careful leaching out of anything interesting to say.
“Twitter is not actually a good place to advertise your product”. Is anywhere a good place any more?. If your target demographic spends all day staring at it, it’s pretty hard to resist. Also, I came here through a link to a tweet. You just successfully advertised your product on twitter.
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“….should not have Twitter feeds at all unless they have something legitimately interesting to say”
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Companies just need to learn to be interesting.
“@ChesterCheetah A mind like a steel trap is great in theory. Until it catches a possum.”
For some reason I found this tweet from Cheetos to be hilariously funny and earned them a follow. Now all the need is the occasional funny joke and they have my passing twitter attention. If that works as advertising is a whole ‘nother issue though, since I can’t say it’s going to make me buy any additional cheetos, but that’s more a general advertising problem than a specific twitter one.
And thus you describe the challenge of a “brand” attempting to “build a relationship”.
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Any “brand relationship” is always going to be synthetic, because one of the two “people” in the relationship is synthetic .. especially since a synthetic that gets *too* good at faking it enters the “uncanny valley”.
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Mew
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p.s. http://en.wikipedia.org/wiki/Uncanny_Valley (to date, there is no XKCD for this ..)
Depends. Steve Jackson Games pulls it off on Twitter very well.
Of course, it’s a small business with only a few individuals putting out tweets. About what they’re doing as a business, find interesting, or just bad puns.
Yes, but that’s not “synthetic” in the same way as Toyota or IBM or Google would be … You can have a one-to-many relationship with a cult…
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Mew
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p.s. Yes , I know they are not a cult, but working there is more of a secular “divine calling” than a job, though.
I’m guessing that Steve Jackson Games doesn’t take 45 days to compose a tweet, either.