How can organizations make the best use of social media? The first thought for many of them, whether corporations or public-sector groups, is to do broadcast-style marketing. However, experience has shown that advertising mostly irritates the social media audience. I asked several active Twitter users what kind of content they look for from corporate accounts. Some of the most frequent answers were:
- useful, engaging content
- genuine interaction
- customer service
- insights into the company’s work
- product or service updates
- fresh ideas about their field.
Along with diversified content, people wanted a relaxed, conversational stream, not ads or mini press releases. Those serve mainly to drive away potential followers. Accounts that people found to be the most interesting tended to be managed by individual employees who convey information about the organization in a personal way. According to my respondents, the public sector seems to use social media better than the private sector does.