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Twitter users post 140 million tweets a day and almost 20% of these tweets are about products and/or brands. So if marketers want to know how consumers experience their brand, social network sites such as Twitter are the place to be. Marketers can listen and start a conversation with their users.

But not every tweeting marketer has found his own voice on Twitter. A lot of them just listen without ever posting one single tweet. This is because finding that fine line between professional, fun and too personal isn’t always easy. ‘What do I post on Twitter?’ ‘Do my followers really want to know this?’ ‘How will my followers react to this post?’ These are just a handful of questions professional marketers ask themselves when posting a micro blog on Twitter. Being interesting and relevant for both your brand and your followers isn’t easy. So a lot of them simply don’t tweet. They have a twitter account and some followers, but they aren’t active enough to be relevant for their followers.

When we take a look at the top 25 global brands in the Interbrand list we see that 17 of them have a CMO (Chief Marketing Officer) and only half of them have a Twitter account. No matter what your Twitter style is, it’s important that the style of your tweets fits you and your brand. And don’t forget that having a Twitter account without tweeting also says something about you and your brand. Followers or consumers might think you’re not interested in them and their opinion. So as a CMO, make sure you’re on Twitter and that you have something to tell to your followers. Find your own tweeting style and start the conversation with your consumers!

Source: ‘Tijdschrift voor marketing’ – Mei 2011 #5 Jaargang 45 – p46-47