Most boring tweet in the world

Man asleep, 4rank, flickr

Ok, so this isn’t about the worst twitter feed in the world, but all the other titles I could think of were rubbish.

Twitter is a social networking tool. This means that it must be social. This means that you can’t use it to pump out an anonymous corporate line. If you’re going to use it for marketing you need to use it as a tool to make connections with your audience. You only get these connections by having a personality and being interesting.

A good example of someone doing it wrong are Nick Clegg and the Liberal Democrats. Post after post reads just like the beginning of a press release, linking to a web page where you can read about their latest policy brief, or something that someone has said. If I wanted to get their press releases I would sign up to their RSS feed from their website. If I’ve subscribed to their flickr feed then I want a connection. They need to give me an insight into Nick’s life and the inner workings of the Lib Dems. They need to give me personality and a story to keep me interested, otherwise I’m going to switch off.

There are some brands that are doing it well.

Innocent: personality with a distinct voice that is telling me interesting things.

Red Nose Day: again, a strong voice with a personality behind it means that I pay attention to their tweets.

Brands really need to get to grips with this if it is going to be a successful marketing tool.

Any other examples of brands/orgs tweeting well or badly?