Not the Clinton and Stacy kind of makeover. Though a little Photoshop to that avatar wouldn't hurt. I'm talking about the writing, content, and networking savvy required to truly cultivate value behind a Twitter page.
I had to relearn these essentials after participating in a week-to-week experiment with our own company Twitter page, in which the reigns are handed off to a pair of employees (among three global offices) to host and tweet content however they so choose - with the intention of improving the overall quality of our Twitter presence. Aside from the basic challenges of differing time zones, diverse voices, varying levels of Twitter experience, and tested resiliency against the fully-endorsed judgment of unforgiving peers, there's also the daunting reality of potentially "going Chrysler" under the company name.
However, there are good intentions to outweigh the risks: healthy competition among the assigned tweeters; diverse quality in content that aligns with our company's fascination and study of digital culture and personal passions; and growth in everyone's comfort level with social media. If your smaller-sized company hasn't tried this process before, it's definitely worth a shot to see the kind of results you get.
So my assigned week came, and along with my tweet-partner (or maybe a carefully spoken "twartner") and creative cohort, Sarah, we prepared our Twitter makeover plan as follows:
Original (127 characters):Hashtagging the movie reference helped to not only save characters, but also to insert the tweet into an existing conversation channel (and hopefully pick up a few followers). Deleting a few non-crucial words helped make room for a more descriptive promise of a "creepy" photo deliverable. More efficiency tips are available in this super-useful article.
"The Dark Knight Rises" ARG kicks off by hiding a Twitter hashtag within a sound file's waveform. Way cool. http://bit.ly/iiSoyT
Revised (113 characters):
#DarkKnightRises ARG hides hashtag in a sound file's waveform. Creepy chants, creepier photo. http://bit.ly/iiSoyT
All in all, our makeover brought us new industry followers and a three-point uptick in our Klout score - mostly due to our sudden spurt in conversations with influencers. We were satisfied given the week-long timeline, but were certainly motivated to double our results next time around. Our new Matt Damon-channeled mantra: the laser kitten plays.
Whether it's your company's, your client's, or your personal Twitter page, there's no denying the tremendous effort required to craft the right tone, content, and conversations while maintaining fastidious quality control and follower growth. To stay sane, focus on your weekly goal; for us, it was about increasing our daily conversations. To stay fresh, implement your own makeover plan. Just think, you're the girl who only has to take her glasses off to look hot. ("She's All That," Rachael Leigh Cook? Anyone?) Simple tweaks in how you edit your tweets, distribute your content, and socialize with others will help you reach full Twitter potential.
Caroline Chen serves in a hybrid role at Publicis Groupe futures practice Denuo, tackling copywriting, design, strategy, and community management for its host of clients, which include AstraZeneca, General Mills, P&G, and Taco Bell.
Her responsibility as the agency's resident community manager is to help create content and manage customer relationships for clients' social communities. Working closely with SVP Dan Buczaczer, Caroline co-leads Denuo's newest practice, Continuous Content. This unit offers a more comprehensive service for clients needing a social strategy and surfaces creative ideas that helps them engage audiences for the long term.
Prior to launching Continuous Content, Caroline honed her social and community expertise while working on some of Denuo's largest social media efforts, including running the social strategy and Facebook and Twitter communication efforts during the redbox Thanks a Billion campaign – a promotion which celebrated the company's billionth rental and provided redbox customers with prizes and a chance to win free rentals. She also helped with the creation and launch of Tablespoon.com's Facebook recipe-sharing app Foodlife and helped design the identity for Taco Bell Truck - a popular user-generated Denuo program that launched in 2008 and continues to make stops across the country to hand out free Taco Bell food, based on social media recommendations from fans.
Before joining Denuo, Caroline had been art director at Chicago-based advertising and branding agency Point B Communications. Prior, she served as an interactive designer at film and TV boutique Mad Monkey and as a copywriter and designer for full service advertising, marketing, and interactive agency Robin Shepherd Group. She has received a number of American Advertising Federation ADDY awards – recognizing creative excellence in the art of advertising – for her work on radio spots, billboards, interactive design, and more.
She received her Bachelor of Science degree in advertising from the University of Florida in 2004.
May 22, 2013
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June 5, 2013
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