Before you start an org Twitter account…
Think about what it means.
At AAPA we don’t do .org accounts on Twitter. There is no @AAPA.org or whatever, individual employees have accounts & that is it. Some may think I’m crazy, but take a look at the pictures to the left…
Now compare the followers…
@GuyKawasaki – 188,517 followers
@alltop – 8,851
I’m sure there are many reasons for this, but one thing is clear, the individual account has many more followers. I know that Guy has started to operate his personal account as a brand account in some ways (always linking, ghost tweeters, tracking campaigns, etc.), but followers still connect with the fact that it is Guy Kawasaki and not Alltop. (Side Note: I do find it funny that the @Alltop account tweets our primarily the postings of Guy’s blog though)
I understand the ease of having an .org account for associations. It’s a great channel to push out the information that you’re wanting to reach your members, there is brand recognition with in the profession or trade, if there is any staff turnover there isn’t the risk of losing those connections (more on this topic later). But there is one major downside to me that negates the benefits… People do not connect with brands, they connect with the people behind the brands. Whether that be your CEO, your President of the Board, etc. your members want to connect with someone they can recognize and go to.
Twitter to me is NOT a broadcast channel, it is an opportunity to converse with & engage your members.
But that’s just my 2 cents.
Filed under: Twitter | 4 Comments
Tags: Alltop, Branded Twitter Accounts, Guy Kawasaki, Organizational Accounts