This blog post will be dedicated to, yup you guessed it, Twitter. Specifically, we will look at Twitter in the groundswell.
Probably one of the simplest tools to use, but potentially one of the most powerful. Twitter can help to serve numerous objectives; listening to twitter, talking to twitter, energizing with twitter, supporting with twitter, and embracing with twitter. Basically, anything you can do with your best friend you can do with twitter. Twitter. Does. Everything. Just kidding, it doesn’t do everything.
Really though, twitter can be used to deal with customer complaints (and turn a potentially ugly PR issue into a smiling customer, free of complaints) but it can be used for a number of other reasons. Twitter can be used to provide support to other twitterers that might otherwise have to make a lengthy phone call. It can be used to energize twitterers who like and/or use your products and/or services by amplifying their voices on Twitter, whether it be by something small like re-tweeting them or something big like sending them access to product because their journey aligns with the companies vision (Dunkin’ Donuts did this).
Thinking again of the NBA example,
it can be seen that the NBA does have their own twitter, as do most of each individual NBA league teams. The NBA used their twitter to give updates on teams, individual players (fashion choices, volunteer work, etc.), re-tweet other accounts displaying NBA events or players doing noteworthy tasks.
The NBA does a good job of utilizing twitter. Does anyone remember the Donald Sterling nightmare? Quick briefing: he was the racist Los Angeles Clippers owner who was exposed for the racist he is. Note: was the owner. Still is racist.
Anyway, the NBA used twitter to help communicate the final verdict for Mr.Sterling, and you can look at the picture below to see how twitter reacted to good ol’ Donald’s lifetime ban.
Thanks, Adam Sterling!
References
Li, C. & Bernoff, J. (2011). Groundswell: winning in a world transformed by social technologies. Harvard Business School Publishing: Boston, Massachusetts.
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