the Power hour
think sometimes it is dangerous to lump everything together because then the actual messages get blurred. A single account may work if your brand and personality are the same whereas for us our brand and our personalities are slightly different. So I can be more outspoken as @montysblog than I could probably be with @Coreco. But that doesn’t mean that Coreco can’t have its own sense of humour, its own personality as well and the trick is finding a balance. LK: Going back to the FSA stance, I think it’s different if you have a brand than if you were an individual isn’t it? There are certain things you can do as an individual that you can’t do as a company. AM: That goes back to that grey area of “What is that?” If Coreco says, “A great 2-year fix, 2.99% is out,” is that financial promotion or if I do it, where does that differ?
SD: another queStion From tWitter: @mattloWnDeS: “i alWayS aSSume that Whatever i Put on tWitter, i WoulD be haPPy to
have SPlaSheD acroSS the Front Page oF a neWSPaPer.” SL: Because of the nature of Twitter you have to expect that if you have people following you, who may report that tweet, then you have to be prepared to stand by it. Then of course from a personal perspective, depending on what you’re trying to achieve it’s quite important to bear in mind all days of the hour when you’re tweeting as opposed to the nine to five. LK: Don’t drink and tweet! Alex Hammond: The easiest way to see it is an extension of your public relations. That’s how you can really grasp it so, what do we want to do in terms of public relations? What do we want to achieve? How can we achieve that? You don’t have to pay for lots of lunches for journalists, if you can build up a rapport and personality then you can have a dialogue with people. Your public relations strategy should tie in with your social media strategy.
SD: hoW Do you balance corPorate meSSaging anD buSineSS branDing With
DeveloPing an online PerSonality? DJ: Every Twitter account is a brand whether you’re an individual or a company, it doesn’t matter who you are or what company you are everything is a brand. So what you’re saying people are following. MS: You do need to have an element of control though. We provide guidelines on this sort of thing for financial services and about the kind of language you use. It’s to do with the tone of voice and what you’re prepared to say. The sort of things you can talk about, the sort of things we steer clear of. So we don’t get into religious debates, we don’t get into political debates. Without it there is a danger that someone says something to a friend and there’s comeback. AH: It comes back down to that point, if you wouldn’t say it to a journalist in the cold light of day, you wouldn’t say it on Twitter. We want to show thought leadership and that we have intelligence in the market but also that we would treat it as an extension of PR. AM: The biggest thing you can do as a company is engage your customer and don’t be afraid of dealing with the negative press.
SD: another queStion From tWitter: @Kevincarrc: “have any mortgage broKerS Won neW clientS Purely From Social meDia activity?” LK: I have got business from it which resulted in me driving to Derbyshire yesterday. The greatest thing about Twitter is when you do the business you have to do it well because it’s front facing the clients and when you mess up everyone’s going to know about it. It goes back to what we were saying before it is a rapport build, it’s about building your client bank.
Follow us on Twitter @mortgagechat 42 mortgage introducer JULY 2011
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