Before I delved into Kilroy’s and Jet Blue’s social media strategies, I thought it would be a good idea to see what experts were saying about what companies should do. That way I could see if Kilroys and Jet Blue were following those guidelines and whether or not they seemed to be working.
In his Huffington Post article, MAACO president and marketing specialist Jose Costa says social media allows companies to do something that no other marketing method in the past has: to build relationships directly with customers. “But it has to be real,” Costa says. “It has to be done right, with a genuineness of purpose if it is truly to be a two-way communication and not merely another brand monologue.”
Costa recommends that businesses follow four principles when it comes to their social media communications: be authentic, remain relevant, be persistent, and be consistent. Here are a few summarized definitions of his principles:
Authenticity: To be original and genuine in the personality behind the “handle.”
Relevancy: Be aware of current trends, culture and happenings, and stay in touch with what your specific consumers want and need.
Persistency: Be sure to have an appropriate frequency of outbound messages
Consistency: Have a continuous perspective and tone that align with the company’s values.
On the flip side, the Eptica Multichannel Customer Experience Study showed that joining the social media world can backfire if company’s don’t pay attention to the consumers once they’re out there. This Real Business article quotes Eptica CEO Olivier Njamfa on the issue: “In particular, when it comes to Twitter companies are playing a dangerous game by establishing a presence and then failing to engage with customers. This could well backfire, leading to negative feedback spreading through the social network and damaging their overall brand.”
All in all, it seems that Twitter can be a beneficial and effective method for businesses to connect with their consumers, but it has a cost. If you want to reap the benefits of communication and exposure you have to be willing to put in the time and effort.