Every time I come across a new brand or organisation, I’m tempted to first watch their corporate video. After all, despite being (shortly) over 30, I am very much in tune with generation Z on the assumption that a 3-minute video is necessarily more entertaining than a long text-heavy web page explaining what brand X or Y is all about. Continue reading “The end of corporate video as we know it”
Here are some thoughts on the evolving landscape of social media, and my experience of a “social” conference. Continue reading “Going unsocial at the 2011 Social Media World Forum, London”
I used to never really ask myself why I use both Twitter and Facebook for leisure and work, but now that I’m more and more asked to lecture and advise on the use of these social media, it dawned on me that these two media had very different profiles, and were being used quite differently by online actors.
So here are the two points I’d like to make and on which I’d be happy to have your opinion:
- corporate brands are better on Facebook than on Twitter, with the exception of news broadcasters.
- the more useful your service, the more likely you are to use Twitter – sounds provocative, doesn’t it? 🙂
Facebook is for brands and communities
Actually, I realised that the traditional scheme for a brand is generally to have lots of fans on Facebook, and far less on Twitter. One recent example of that is Austrian Airlines with a staggering 30,000 fans on Facebook but merely 1,678 followers on Twitter.
You would say this is because there are 5 times more people on Facebook then on Twitter. Personally I think that’s only partially the explanation to this situation. What is however of interest is that when you befriend a brand’s page on Facebook, this brand’s updates get to sit in your home feed next to that of your ex-boyfriend or high school Math teacher.
This gives Facebook users the impression that they are more familiar with this brand, that they can get a glimpse of that brand’s inside story.
Of all the Facebook pages I administer, this has proven very true. The sense of community or belonging is very strong and the posts that usually work best are of two kinds:
- those in which you engage your audience around your brand’s industry/area
- those that let fans see what it’s really like to work at your brand’s HQ or get to meet the real people behind your brand.
Twitter is for real, ‘useful’ information
Now I have one clear example in mind here, backed by several arguments. When I’m not developing online communication strategies or convincing senior management of the benefits of moving to a paperless environment, I manage the social media accounts of a European public organisation (Eurocontrol), including on Twitter and Facebook.
On Twitter this organisation has almost 15,000 followers, while it “only” has 6,000+ fans on Facebook. Now if I take the European Parliament or NATO, both organisations have far more fans on Facebook than on Twitter. So why is it that it’s the other way round with Eurocontrol?
Twitter has made such a big difference to Eurocontrol’s online presence for two main reasons:
- It is all about real-time or almost real-time information, which comes in very handy when reporting about the European air traffic situation in the case of a volcanic ash crisis or a snow onslaught.
- People tend to check their Twitter account more often than they do with their Facebook account.
If you combine those two factors, you end up with a simple equation: Twitter is better if you are looking for concrete, useful information that you can use to take action immediately.
While Facebook remains the domain of PR and marketing, Twitter is in my opinion for ‘hard-core’ communication experts, who value information and client-focus above all.
The other reason why Twitter is gaining momentum for brand communication is because of Facebook technical limitations. Yesterday I read a Facebook update from KLM saying that they could not answer individual questions anymore in private and that they advised fans to move to Twitter (see screenshot below).
No surprise then if Twitter is being more and more used to replace traditional customer support services (eg. Bestbuy and their Twelpforce, http://twitter.com/#!/jetblue” target=”_blank”>Jet Blue, etc.)
Having said that, I’d be curious to hear about your experiences of both Twitter and Facebook as a follower/fan of brands.
It’s funny how simple sentences you hear can stick with you and clutter your brains even at ungodly hours of the day (or night, as a matter of fact). The conversation that triggered this reaction of mine is the following:
- (friend) – Hey you’re famous now!
- (me) – Yes, kind of. *stupid grin*
- (friend) – Well, you can’t just sit here like that. You need to capitalise on this fame. Why don’t you write a book?
I’ll be co-moderating a workshop at the European Parliament on 10 November called MEP 2.0 Workshops, whose objective will be to present Twitter and its benefits to members of the European Parliament.
While doing some research to prepare this workshop, a friend of mine and co-founder of the “EU Girl Geeks” group, Caroline De Cock, mentioned a book she had just published, called Lobby.EU: A Survival Guide to EU Lobbying, Including the use of social media. Continue reading “What EU politicians and lobbyists should know about web 2.0 and social media”
I was googling myself this afternoon, like I do from time to time just to check who’s cracking jokes about me in my back (OK, c’mon, those who’ve never googled themselves raise their hands – see, I knew it ;-)), and this is what I found: a blog post from French blog “Se former à la communication européenne” which provides a critical analysis of the speech of Viviane Reding, EU Commissioner for Justice, Fundamental Rights and Citizenship, gave at the European Communication Summit on 1 July. Continue reading “Can you trust what people say on Twitter, especially if it’s real-time?”
I’ve always been wondering wether it would be enough to have an amazing political programme, a programme that puts the interests of humanity before those of particular groups or interests, and whether that programme would still be a success if advocated by a politician with very poor communication skills. Continue reading “Does great politics require great communicators?”
The European institutions were celebrating Europe Open Doors Day in Brussels on Saturday, in honour of Europe Day on 9 May. It was my first celebration of it here in Brussels, and I had planned to take my five year-old son to visit the European Parliament, having heard that there were games for kids too (just in case he would get bored… 🙂 Continue reading “Europe’s bureaucratic image”
“Who wants to be a Prime Minister?”
I was almost going to call this post “Who wants to be a Prime Minister” but refrained at the last minute (lucky you!). A colleague today told me that during the TV debates, the three British candidates in the run-up to 6 May 2010 were being evaluated by the audience in the studio with remote voting systems, and that the results were being displayed on TV screens. Continue reading “2010 UK Elections, TV and Twitter: how it doesn’t always fit together”