Twitter is not like any other social network. Plain and simple. Unlike other social networks like MySpace or Facebook if you “add” aka “follow” someone on Twitter it will not result in that person following you in turning growing your reach.
Twitter is pure interaction where if you just post crap nobody will follow you nor will they care about your brand. The only exception I can think of is a news service like CNN or New York Times. They post information that people interests people hence creating value. The key to Twitter is creating value to the people that follow you. Why did
Obama have over 50,000 people following him? Because he posted information that people wanted to know or follow. A good example of a brand utilizing Twitter to the fullest while creating dialogue and community is Griffin Technology (the maker of iTrip & other goodies). Check out the Griffen Tech Twitter feed and notice how they do it. One thing to consider is they have a dedicated person that works the social network 5 days a week.
Of all the social networks Twitter is hardest to maintain because it’s so real time. If your a music artist consider two or more twitter accounts. First start just with band news this is something you would update when you have specific updates, information you are pushing out where people don’t expect conversation. Then a second that you would use for personal conversation with daily trivial stuff. Create the conversion with your fans of each member of your group then fans will have a more intimate connection.
One caution with having twitter feed for each member of the group is if there is problems or issues it will be very public. While your official artist Twitter feed is saying everything is fine the personal feeds may say something very different.
Overview:
Pros: Real-time feedback, easy, quick & creates a bond with fans if done correctly.
Cons: Time consuming (even though easy), risk of private matters aired public
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