As a Social Media Contributor on LinkedIn I like to engage with other professionals by creating and participating in thought provoking topics of discussion in various social groups. As social media has become such a dominant force over the years, a phenomenon some would say; I decided to put a question up in the Marketing Communications group. The question was this:
“If you cannot sum up your entire brand in one tweet, it’s too long” ~ Anon. What’s everyone’s view on this?
An interesting question don’t you think? Quite a few professionals participated in this discussion (21 comments and 24 likes so far). Let’s take a look at some of these views by my fellow professionals.
The Antidote To The Intellectual Poison Of Overly Complex Communication Thinking
“I disagree. One should take as long as is necessary to explain their brand. The whole idea of encapsulation is fine if you’re selling widgits, but if you are providing an intricate service, that’s not always going to be possible. You can argue the point all you want. But I’d much prefer to understand what someone is about, as opposed to getting a reader’s digest version and not coming away with the whole picture. I’m a professional communicator and the only rules I follow are simplicity and clarity. Length doesn’t matter, as long as what’s being said is relevant”.
Assistant Professor of Communication, University of Hartford
“I think this is an excellent exercise in terms of positioning. We love to encapsulate our brand into one word, a feeling, or something that reaches down and grips our gut. Whether you can or cannot express your brand in 140 characters may be irrelevant, but the process of trying may be the big pay off”.
Chief Executive Officer at Shark Web Pte Ltd
“True virtually all of the time. If one takes too long to even explain his/her brand, clearly, it would take even longer for others to understand”.
Digital Marketing Social Media Strategist & Business Development
“Key take away is summing up the brand in a tweet, not explaining it. Like others have commented on your question. Repeated exposure helps brand recall and may not lead to action from consumers. The consumer needs to see value or emotionally relate to a benefit of a brand in order take some type of action. That takes more than 140 characters in a tweet”.
As you can see, there was a mixture of responses by my fellow professionals. What I will add is this – facts. Twitter is a social media platform which was founded on March 2006 by Jack Dorsey, Noah Glass, Biz Stone and Evan Williams for people to interact with each other, share their thoughts and express their views(and let them also be shared by others) within the regulated 140 characters. In October and December 2014 there was an increase of users by 20% from earlier in that year so it is evident that the platform is popular.
I do agree with some of my fellow professionals that the social media platform shouldn’t dictate how you sum up your brand. However, Twitter should be used as a mechanism, a catalyst if you will, in helping make brand awareness more prominent. By strategically placing #hashtags, using descriptive language, words and also links, this can generate traffic towards an organisation’s brand and website. It can also allow consumers (potential ones too) to get a better understanding of the product or service an organisation provides but as Denise Zonca mentioned, “The consumer needs to see value or emotionally relate to a benefit of a brand in order take some type of action” and this where content on a website is paramount to success on and offline.
In conclusion to question I asked, I believe you don’t necessarily have to sum up your brand in single tweet. However, that single tweet can be a trigger if done correctly for consumers – old, new and potential to want to learn more about your brand and that awareness could potentially be mutually beneficial to both parties.