In the second of a new series on branding and marketing projects by UHY member firms, we report on the success of a project by Govers Accountants/Consultants, the Netherlands, who developed a corporate Twitter site.
What are the firm's objectives?We want to use the new possibilities of social media to communicate with our environment. We want to improve our profile for parties that might be interested in us, and we want to communicate actively all activities/happenings that tell the story of a very special organisation where professionals work together with a passion for their clients.
When selecting and sending messages, the firm aims to communicate with:
- The firm's employees
- The 'home front' – employees' families. "They don't always hear about special dates and special achievements," says Paul.
- Clients and prospects
- Students who could be future staff.
What did the firm do?
Paul, a self-taught Twitter user, started using the software about a year ago.
Paul, a self-taught Twitter user, started using the software about a year ago.
I opened an account by following the directions provided, searched Twitter accounts of interesting people, started following them, and started sending tweets (twitter messages).
When I was confident enough about maintaining an account, I opened a corporate account and started selecting and sending messages for two months without further promoting it.
During these two months we studied whether we had enough relevant and interesting activity to report. I found out that ideally a message is sent at least once a day. More than five in a day is too much; two in a week is the minimum.
The person maintaining the Twitter account should be:
- Informed enough to identify possible topics: "He/she should have access to the 'inner circle'," says Paul.
- Able to determine what is useful and what is not
- Capable of writing it (someone who is responsible).
And he/she should have an affinity with social media.
Occasionally my colleagues provide suggestions for corporate tweets to me as 'twitter partners' but the vast majority of the messages (need to) come from my own observations.
How did the firm go about marketing it?
After a two-month pilot, Govers Accountants/Consultants promoted its Twitter presence (pictured below) through its (paper) magazine, its website, and its electronic email newsletter, and by mentioning it to contacts at seminars – and by 'flagging it up' on the TV screen in the firm's reception area.
"Encouraged by younger staff, we started a campaign related to the 'glass house' activities in the week before Christmas," says Paul. "The 'glass house' is a fundraising activity by a major radio station in which three radio disc jockeys lock themselves up in a 'glass house' for a week and broadcast 24 hours a day from this temporary studio while fasting.
"We committed ourselves to a euro for every Twitter 'follower' recruited. We aimed at 1,000 'followers'. We spread the news through special electronic email newsletters, and by sending messages to relevant groups on LinkedIn."
What has the firm achieved?
We have found out that it is difficult to attract a large group of 'followers' in a short time," says Paul. "So far, we have developed a group of some 225 'followers' – an encouraging start. We have received positive responses from people that appreciated our 'glass house' campaign. The Twitter account has improved our profile on the internet in a positive way.
Paul says performance can be measured in part. The numbers of 'followers' can be measured daily; so too can the number of 're-tweets' (your Twitter messages forwarded by other people).
I believe that the Twitter messages are quite important the moment that people start retrieving information on our organisation.
The firm has also achieved a new source of information. "Through relevant Twitter accounts that we follow, we are informed about news in the region and business sectors that we work in.
We have been able to compliment several clients on several occasions on their achievements directly after the news was spread. They appreciated this. This also raised our profile (as an organisation that maintains an open relationship with its environment) in a positive way.
Maintenance of the Twitter site takes up about five to 10 minutes of Paul's time per day.
In 2011, we will expand our online strategy through the use of other social media platforms, such as the LinkedIn channel, and start combining social media," says Paul. "To do this I have formed a group of enthusiastic (younger) people, who will be responsible for maintaining and developing the firm's online presence.
To visit the Govers Accountants/Consultants Twitter site see http://twitter.com/GoversAdviseurs