Twitter as a means of corporate communication


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For a long time the Twitter hype is forcing Companywho want to be where their customers and potential employees are, to integrate the medium into their marketing and communication strategy. Only: Many do not really know how.

Twitter as a means of corporate communication social media measurement


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Simone Janson Simone JansonSimone Janson is publisher, German Top20 blogger and Consultant for HR communication.

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Pure self-congratulation ...

So somehow they want to get into the chorus, because that's what you do today, and then blow inconsequential marketing messages into the world because you want to sell your product or service.

Best example of such a misguided strategy: Lufthansa. While American airlines such as Delta Airlines are already handling their customer service via Twitter, the German airline leaves a service provider simply blowing cheap flights via Twitter.

Example airlines

An experience report on the tweeting customer service of Delta Airlines is available here:

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Inquiries via Twitter, however, remain unanswered - there can be no question of a real dialogue with the customers. That Lufthansa still has almost 10.000 followers is only because many people hope to get a cheap flight here - with the same geiz-ist-geil-motivation, with which they would also use a price comparison search engine on the Internet.

Genuine interest in that Company - Nil! If at some point the bargains go out, the followers will just compete. A one-way street with expiration date so.

... vs. communication

"Companies that use Twitter only to spread advertising messages have no idea about the possibilities," say Jan Kirchner and Alexander Fedossovwho are among the pioneers of the German social media recruiting scene. For the two, Twitter is much more than just a marketing tool: "It's about offering your followers added value by posting interesting information," explains Kirchner. This is precisely why he finds Twitter ideal for gathering information: "I can filter out the right thing from the news, for example by only following certain people, creating lists or specifically searching for individual terms."

Systematic staff search with Twitter

Kirchner and Fedossov, personnel consultants from Hamburg, have long since thought further about how Twitter can be used. They were the first to use Twitter systematically to find personnel and dedicated a separate chapter to the topic in their recently published book on online recruiting: “When we started, in Many thought we were crazy to write a blog about it, ”says Kirchner,“ because before that, people at e-recruiting only thought about job exchanges and application forms on websites.

Twitter is ideal for personnel search! ” The reason: Companies that only advertise jobs on their own website or in closed job boards also only reach a limited target group. Job ads on Twitter, on the other hand, are found much better by search engines. In order to find out relevant job results even better, with jobtweet.de Kirchner and Fedossov developed the world's first job search engine for Twitter, which uses semantic filtering techniques to search all tweets for job offers in real time. An idea that even gave them the “Founder of the Month” award in the Financial Times earned.

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Companies have to learn criticism

An important point, however, is that companies must learn to allow public and internal criticism, as well as the willingness to open an open dialogue. They would have to become more flexible.

And they have to accept that customers and employees are playing an increasingly important role.

Fear of losing control

This is probably not what companies and CEOs commonly want. Because you have to do without part of their power, control and security. But the social web forces them to do so.

The fact that this openness can also lead to the fact that one has to leave the planned route and have to rethink spontaneously has recently made the Deutsche Bahn a prerequisite: in a Twittsoap, employees had regularly reported on their workdays by train to school leavers for an apprenticeship at the company to be interested.

Well meant is not always good!

What seemed to be a nice idea for the railroad, however, came badly at the community: For, according to the criticism, Twitter is about communicating with real people and thus an authenticity, by the imposed language of the two art figures can not be achieved. Or in other words: the Follower felt themselves sold for stupid and expressed this in correspondingly harsh, sometimes also unfree criticism.

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Apart from the fact that the Deutsche Bahn itself is one of the companies that per se criticize, no matter what it does:

It is about the kind of communication

That this criticism is not really about the art figures themselves, but about the kind of communication becomes clear when looking at the counter-example Alma Mater: The Stuttgart-based personal consultancy has created as a social media mascot the little comic ants Almameise, the cheerful and charmingly tied through the area, but providing meaningful information and always in dialogue with other users.

On the other hand, according to the criticism in the net, the experiences of the DB characters were freely invented, a dialogue with the followers is hardly taking place and the somewhat childish-naive language style is not appropriate to the target group on Twitter.

Sovereign publicly responded to the criticism

Robindro Ullah, who is responsible for university marketing at Deutsche Bahn, also acknowledged this publicly: “It is probably the most difficult thing to strike the right tone in the speech. We assume that the language of the desired target group is different from that of the people currently represented on Twitter. Nevertheless, we were guided by the target group of our choice, ”he wrote in his comment on the critical blog post, which is unfortunately no longer available.

But he also made it clear what intentions Deutsche Bahn's personnel marketing had with the Twittsoap: It should be understood as an experiment through which the company wanted to explore the possibilities of Twitter to improve its bad image: “Is that a viable option at all? Is it accepted by users? Is the Approach Right? These are questions that concern us, which is why such blog posts are also very helpful. Thank you for that! ”Concludes Ullah’s sovereign comment on the not exactly sensitive criticism.

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  1. Dr. Daniel Karau

  2. Dr. Daniel Karau

    RT @jobtweet_de: RT @JohannesLenz: Series about #Twitter in #Company: Right #Wittern - but how? with @jobtweet_d ...

  3. jobtweet.de

    RT @JohannesLenz: Series about # Twitter in # companies: Right #twitter - but how? with @jobtweet_en as an example ^ JK

  4. flexiblesbueroCOM

    RT @SimoneJanson: Fresh Blogged: Series on Twitter in Business: True tweet - but how?

  5. Frank P.

    RT @SimoneJanson: Fresh Blogged: Series on Twitter in Business: True tweet - but how?

  6. Simone Janson

    Frisch: Blogged about Twitter in Business: True tweeting - but how?

  7. Johannes Lenz

    Series about # Twitter in # companies: Right #twitter - but how? with @jobtweet_de as an example

  8. Competencepartner

    Series on Twitter in Business: Tweet right - but how ?: The Twitter hype has long been forcing ...

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