There are many reasons to attend conferences. Fortunately for those of us at the mercy of travel bans and budgets, an increasing number of conferences are live streaming their content, and even more are using Twitter hashtags that enable users to follow the conversation from the comfort of our computers (and for those more fortunate than I, their iPhones).
Today I checked in on the 140 | The Twitter Conference, specifically for the “Growing Your Brand on Twitter: Strategies and Tactics from the Trenches” and “Media Integration Strategies: Incorporating Twitter Into Your Existing Properties” sessions. I’m still going through my notes, but here are some initial comments.
Quality vs. Quantity
While recognizing that many people care about the number of followers or fans a brand has, the emphasis here was on level of engagement. While this seems common sense to me, I’m constantly surprised about how few people get this concept. I would rather have fewer loyal followers than a million that don’t care about me or my brand.
Content
“What do I tweet about?” I get asked this question more than you may expect. I always tell people to brainstorm ideas ahead of time, that way they have something to fall back on in a pinch. I like the question posed by one of the panelists “Does my tweet add value?” It doesn’t have to be about you or your brand – what else are your followers interested in? Think outside the box – what information won’t they get elsewhere?
What worries me more than the people who are asking, is the people who aren’t, and are still using the same messages as they would traditional media. While it can be used to broadcast information, stay away from shameless self-promotion. There is a difference.
Person vs. Brand
Even if you represent a brand, you are still a person. Act like it. I liked what panelists said about having a single voice, a single personality, tweeting for a company. It humanizes a brand and lends itself to better connections with consumers. And if you are tweeting as a brand, be transparent. Tell people who you are. It’s more authentic.
140 characters are not enough.
Twitter is just a starting point for a relationship. Whether you drive people to your Web site, your Facebook, your e-mail, you need them to go somewhere to continue the conversation.
Takeaway quote of the Day: “You want to be a voice that’s remembered – not just heard.”
What are your thoughts on today’s topics? For that matter, what are your thoughts on virtual vs. in-person conferences? Is it still worth paying to go to conferences in person?
