Music to Twitter’s ears

The Evening Standard (London) published an article by David Smyth on “How to be a Twitter hitter.”  Without evoking the poetic license of a Pied Piper, the article provides the golden rules for how a pop star should build his or her Twitter following.  Bouncing off the Golden Rules according to Smyth, I have added some comments to each rule that, in my opinion, could be taken to heart for digital marketers and business leaders interested in using Twitter.

• Do it yourself.  “We need evidence you are just like us,” writes Smyth.  Agreed.  Twitter is a great channel for showing your personality and making your brand personal.  That’s a hard thing to outsource.
• It’s a two-way street.  “Reply to fans… and follow people you know or admire – you might learn something.”  Being interactive and showing that you are listening is a rare talent; today, you would still be considered a rarity, so you can demonstrate you are different.  In any event, isn’t learning something every day, one of the best ways to stay young and motivated?
• Don’t moan.  If you have gained a following, thanks in part to your name and your position, this does not give you license to criticize and/or whine.  In any event, it will come back to reflect on you.
• Enthuse about other people’s music.  Be generous with or about your peers.  Show your personal taste in music.
• Go beyond music.  Show your depth and scope in areas that may be personal (arts, culture…).  Show your sense of humor (carefully).

1. Don’t retweet praise.  There is a reason why Twitter is “earned media“… You need to earn the respect, not buy it through self-promotion.
2. Learn to spell.  At the very least, if you don’t spell well, consider using a spell checker!  A re-read of your communications remains important as a vital part of the old school of marketing.
3. Stick to the character limit.  You must learn the codes of the media.  I suggest writing 120 character tweets to allow the space for others to retweet you easily.
4. Cut out the self-help.  Personally, I don’t see anything wrong with tweeting or retweeting meaningful or philosophical statements… It can be a part of your personality.  That’s a judgment call.
5. Don’t turn your fans on your critics.  Just like #3, your Twitter channel should not be an opportunity to roast your competition or assail your critics.  The game plan should be that your fans come to your rescue volontarily!

Musicians are {social} media

With a reference back to the podcast I recorded in French with Virginie Berger (Don’t Believe the Hype) about the importance of social media in the marketing of musicians, it is clear that the world of the mega musicians is both global and social.  As Smyth points out, Twitter is one place where Obama (26.3MM followers) is not the most powerful person in the world.  He is upped by Justin Bieber (33.52MM) who just pips Lady Gaga (33.46MM).  Of the golden rules that Smyth identifies, I have to agree with all them in substance, although I would tend to focus more on the active action as opposed to how or what NOT to do Twitter.  Specifically, four of his Golden Rules are about what NOT to do.

Beyond Beyoncé

Smyth refers to the example of Beyonce with her nearly 7 million fans, following just 8 people and only 4 tweets, saying “perhaps she understands this thing better than any of us.”  I would tend to think of Beyonce’s missed opportunity.  Sure, she has 7 million fans.  But, how many COULD she have?  What kind of resonance is she missing?  The day she wakes up to Twitter, she will have to learn the ropes and, given the stage she is on, she might miss a beat or two, to use a musical expression.  Presently, Beyonce has a time-sensitive photo of herself on her Twitter profile that promotes her participation in the Superbowl (Feb 3, 2013).  It’s an intriguing shot.  But, what if she engaged with NFL fans?

Musical chairs for the Chair of the Board?

To my thinking, these lessons are entirely the same for ordinary mortals and business leaders.  I would argue fully that these Golden Rules apply to business executives (especially in marketing and communications) despite the less emotional topic that a business sector might have.  Yes, the pop star is a social icon, a singular star and a media unto his or herself; but, the Twitter channel offers many of the same virtues and opportunities for a business leader as for a pop star.  In this vein, I give another unabashed plug for @TweetBosses (Myndset TweetBosses write-up), an initiative started by Nicolas Bordas, the CEO of TBWA France.

Business executives, too, should figure out how to become Twitter hitters!

Your thoughts and reactions welcome!