Pin of the Month – Brands on Twitter

Infographic from WSJ.com  (Link provided in write-up below)

Infographic from WSJ.com
(Link provided in write-up below)

July’s “Pin of the Month” actually takes a look at a somewhat dated infographic created by the Wall Street Journal back in December of 2011. I came across this graphic when doing some research for our next “Brand in Focus” (hint: it will be the brand that appears at the top of our “Pin of the Month”) and still feel that it is quite relevant today.

We have seen quite a few examples of brands and companies handing over their social media accounts to staff members, only to be forced into an uncomfortable situation and/or an apology due to poor online behaviors of said employees. This graphic takes a look at three brands / companies that “win” on Twitter with strong digital marketing efforts on the platform while giving only a select few the keys to the car on the network, becoming the voice of the brand for each.

Whole Foods, Southwest, and Best Buy are all using their Twitter handles to converse with their audience, building engagement and becoming an extremely useful resource for each. Each company uses Twitter in their own, unique way that has clearly resonated with fans and consumers.

Whole Foods tweets out recipes, tips, and acknowledges/responds to messages sent to its corporate account and was run by one person at the time the graphic was created. Each Whole Foods location can also create their own Twitter account, but is ultimately responsible for it on its own. What really caught my attention here is the number of followers reported on this infographic (2.1 million) vs. where they stand in July 2014 (3.7+ million). That shows exponential growth in their following on Twitter relative to the other brands shown in the graphic.

Southwest Airlines and Best Buy both have a team of employees that handle the questions that come from fans and followers. Both companies have grown marginally since the graphic was produced. While Southwest continues to leverage the platform to its advantage, Best Buy has abandoned the @Twelpforce account. You have to wonder who made this decision and why, as the company was receiving a ton of positive publications of the service. This seems to provide another example of what continues to go wrong with the company.

Are you interacting with any of these brands on Twitter … or have you in the case of Best Buy? What has been your experience? I personally love the direct connection with brands that Twitter provides. While you will tend to see a lot of grumbling on the network (self-included), there are certainly benefits to this type of connection and for brands that openly engage with its customers.

UPDATE 7/19:

GeekSquad saw this month’s “Pin of the Month” and reached out to me on Twitter.  You can see here that Best Buy has since broken out into separate Twitter accounts.  That really should have been their last tweet on the Twelpforce account to let everyone know what their plan was.  That said thanks to “Agent Derek” for reaching out to me and providing the appropriate information!

For those that may be unfamiliar with our Pin of the Month, each month we’ll be posting one of the better infographics, pictures, etc. that we typically find on our Pinterest page and (over-) analyzing it in a blog write-up. Follow Shore Branding on Pinterest for frequent updates across branding and digital-related information and infographics.