Ask any social media expert and they’ll tell you that Twitter needs to be conversational. To make the most out of Twitter, you shouldn’t be just broadcasting your messages – you should also be interacting with others, responding to their tweets, answering their questions, being helpful.
The best Twitter accounts are those that have a mix of broadcasting and interacting, and especially those that add the occasional personal tweet to the mix, making even a corporate account appear more human and more approachable.
However, it has been my experience that many clients, especially in the B2B space, do not want me to do anything other than broadcasting on their Twitter account. I can explain to these clients how valuable a more conversational approach is until I’m blue in the face – doesn’t matter. The client wants formal and corporate.
I used to worry about these “dry” and “boring” Twitter accounts, until I realized something important: these clients are not necessarily off-base. Sure, even in the B2B space there’s place for conversations, but many of these companies view Twitter not as a lead gen tool but simply as another part of their brand. Just like they have a website, email marketing and printed material, they have a Twitter account, and all they want is for that Twitter account to broadcast company and industry-related news and info.
They don’t want conversations, they don’t want “lively” or “engaging” – they want dry and corporate.
While my strong personal preference is for Twitter accounts that are more conversational in nature, I have come to accept that the client is not always wrong 🙂 and that for some companies, in some areas, a formal Twitter account is absolutely fine.