Well, that’s what the IAB course I’m on is aiming to make me.
Our first ‘homework’ assignment? To write a post critiquing two corporate Twitter accounts. One which ‘gets’ Twitter, and one which doesn’t, quite.
Sounds easy, right? Save all the lessons about good vs bad bloggin’ that have been runnin’ around my brain since our first session. I’ll keep it short…
What’s good in my opinion?
TK Maxx https://twitter.com/TKMaxx_UK, the bargain hunters paradise.
Whilst I admit to already being a fan of TK Maxx, their voyage into the social media arena is a fairly recent one, which is why I chose to write about them over the numerous other fashion brands. And they certainly seem to ‘get’ it. Their Tweets are a healthy mixture of competitions and promotions, coupled with Tweeted responses to followers.
The content is relevant and the regular Tweets have provided a personality which (though fluffy and a little annoying) begins to carve its way more seriously into the serious world of fashion retailers (which is something TK Maxx seems to have been aspiring to for ages).
And they’re all joined up – the Tweets are relevant to the status updates on the Facebook page, the Facebook page sends people to the retail website, and the messaging and tone of voice is consistent throughout.
What’s bad?
I’ve come across numerous ‘bad’ accounts, with endless promotions, no personality and no interaction. Malmaison is one offender which I was surprised about. Malmaison have set up different accounts for each hotel, and some of them are better than others in that they occasionally speak to followers. The majority are one-way traffic – endless promotions at followers. Given that Malmaison as a brand has a very distinctive personality (you only have to be on the e-newsletter mailing list to realise this), the Mal Tweets are disappointingly soulless and dull.
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