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- 6 May 2010
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Who Should Hold the Twitter Company’s Account?

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Twitter can be a powerful brand tool if done well, but there are pitfalls if this power gets into the wrong hands, warns the Editor of Social Media & Luxury blog

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As we are moving forward on our dissertation about the Luxury Industry & Social Media, more questions are raised everyday. And this was one of them: Who should hold the Twitter company’s account?

Indeed, if the company still belongs to its creator such as Zappos than for sure, as he is the face of the company, he is the only one who can held the company’s Twitter account. As the company is his own creation, he also represents the values and everything that makes the company’s identity. We could easily imagine that the designers of a new fashion line could hold their company’s Twitter account.

In today’s social media web environment, luxury companies are struggling to find the proper solution to perpetuate this exclusive experience they procure within their shops and via their ads in the appropriate magazines. But what do customers really want?

People want to know what it is to be a part of this company, what is the kind of lifestyle you are supposed to maintain. What better way to diffuse this particular experience than via the creator’s Twitter account? Customers will thus be learning about the stress coming from the fashion show and everything linked to a creation process, which develops at the same time a strong brand awareness.

But what about established luxury companies such as Chanel for instance? Who is supposed to hold this account?

If it is just the company talking then usually it is not much more than an RSS feed which makes it pretty boring for a Twitter account and which would also means under-exploiting the twitter tool as a marketing tool.

In order to perpetuate this particular experience that only luxury brands can procure, this sense of uniqueness, you need to diffuse the kind of lifestyle you company tries to give to its customers.

It should then be someone who actually lives and represents the company but not a public figure. Karl Lagerfeld would not hold Chanel’s Twitter account as his identity is too strong, not mentioning he has his own brand and twitter account for his brand. It should be someone with less public identity. Then, the day the person goes, the company Twitter account cannot die. Companies must be very careful with how much they invest into their public faces. Via the web and social media, unsatisfied customers can react and modify a brand’s reputation pretty fast. Plus we all know how much a crowd is influential, so we could imagine a designer employed by a luxury company using its Twitter account to get where he/she wants.

Though I have seen a pretty good example of how a company should deal with its Twitter account in order to avoid making it boring but also to avoid giving too much importance to the person holding the account.

It’s the Twitter account for the 4A’s: http://twitter.com/4as

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Bio: The official twitter account for the 4A’s, the American Association of Advertising Agencies. Account is managed by our Web Editor, Ted LaBarbera.

The way the account is actually handled is still very shy in my opinion as what readers really want to know is how is the life in the advertising world. But on the principle, I like their bio very much and I think companies should do it this way.

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Let’s have a look at a few luxury companies twitter account:

The Lady Dior Twitter Account was only created to support the Lady Dior campaign – which makes it more or less an RSS feed. This way to deal with the twitter account is ok here because it is not the company twitter account.

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The LouisVuitton US Twitter Account is no more than a RRS feed also. It is exclusively talking about Louis Vuitton and there is no engagement with their customers. They are using twitter to tell a story…not to listen.

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The Baume & Mercier Twitter Account who follows almost 6,000 people is using its account as a Press Review which is not a bad idea. But there is still a very limited interaction and we don’t know much more about the company’s spirit and value.

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Luxury companies should understand that their readers want to be a part of this world, want to learn about its habits, its rules & its values. To do so, companies will need to put a face behind the account because Twitter is a social media, meaning that there should be interaction and engagement..

Social media shouldn’t be just another way to advertize but a new marketing tool where customers and companies could interact and learn from each others.

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Alexandre Corda

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Alexandre Corda writes a blog at luxurysocialmedia.wordpress.com