In the world of PR, we juggle back in forth on what I like to call the ‘personality aspect’ of branding. As we all know, Twitter has become an every day essential for proper business branding. Not only has Twitter become one of the most rapid and effective ways to interact with your following, but it sets across your message to the public instantaneously. Whether you’re announcing a new story or showcasing a new product, our tweets speak to and attract an audience targeted to your brand. In our world, let’s just say Twitter is one of our best friends. And if you haven’t heard, the rumor is true. Personality does sell. But when managing Twitter accounts for numerous clients, how do you incorporate an individual message with a personable aspect for each brand? And when is personality too much personality?
For one, before beginning social media management for a client, get to know the brand and who you are aiming to interact with. In example, if you are tweeting for a beauty brand, know your stuff! Research all aspects of your client’s products because people will ask! Twitter can be a highly effective way to transform words into sales and this is your pitch. As for the personality, utilize your tagline, if applicable, and research any fun images and quotes that may fall into the brand’s message for postings. Don’t be afraid to tweet to your niche! With our beauty brand example, you would want to maintain a ‘twitter relationship’ with beauty bloggers first and foremost! Join in on live chats and twitter conversations. Twitter is one big popularity contest and we are all aiming for the clique.
Ultimately, we are after one goal. Connect your client to the consumer. How are you interacting with your consumer? To most effectively converse with your followers, you must learn to think like a consumer, a publicist, and a client all in one (And usually for ten different companies at the same time). As the PR Girl, what is your goal? To make the deal, the sale, or the relationship! As the consumer, it varies. Who are you targeting?! If you are live tweeting with single moms in business, then you better act like a single mom in business! What are those single moms looking for in a product? Learn the day in the life of a single mom beauty guru, and the mission is accomplished. Public Relations is all about relations after all and the capability of relating with ease is a necessity.
Now to dig deeper: The personality aspect of tweeting. Your followers will easily relate to a company they feel that they know on a personal level. In addition to researching the brand that you are representing-thoroughly, take the time to get to know your client. Who is he/she? What do they stand for? If your client is philanthropic, interact with philanthropists on Twitter using the interest as a common ground. You want to show the person behind the brand because 9 times out of 10 it is the person that sells, not the company. Ultimately, they care about the company message, who you are, and what you are trying to do. Shine your client’s personality through a PR voice on twitter.
Use the personality aspect to your advantage, but please keep in mind the disadvantage. DON’T: Tweet about a client’s weekend adventures on their son’s soccer game sidelines. DO: Tweet an eye-catching picture of a client at an event. Be personable, yet effective! Showing a person behind the brandcan make a company or break it. Your followers want to see who you are and want to feel related to you and your company, just don’t tweet about everything you’ve had to eat that day!