Anti-Social (Part 1) – Twitter and the art of response

‘They’ say that organisations should treat Twitter like a ringing phone: you wouldn’t leave the phone ringing off the hook, you would answer it.

I get the adage – if someone is going through the effort to communicate with you, you should engage with them.

But a ringing phone is (usually) anonymous. Until we answer it, we don’t know who is on the other end. Twitter, on the other hand, gives us some (if not all) the information we need to ascertain whether we need to bother replying.

Twitter is the digital equivalent of a peep-hole. We get a glimpse of who is there, but not the whole story.

This blog post will inevitably be the first of many when it comes to the art of responding on social channels. Different channels can have different approaches. And there are so many different situations that you could write a book (indeed many have).

But a recent personal encounter with some bad responding made me want to start kicking things off.

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Don’t worry! We’re making a video.

It is amazing how many marketing professionals believe ‘making a video’ is the answer to their problems. But what is more amazing is the conversation often stops at that decision.

Here is how it can sometimes go:

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