can brands be transparent, approachable and immediate?

06/24/2009 12:00:53 AM
Jack Dorsey, the co-founder of Twitter gave a talk at the 140 Characters Conference held recently. He made it clear from the outset that Twitter is about three words; approachability, transparency and immediacy.

It's a nice and simple distillation of how brands need to behave in this new environment.

The reality is to achieve this most brands have a mountain to climb, one that's been built out of hundreds of years of established corporate culture, process and lawyers.
Breaking through all that is going to be tough.

This is not just about a policy for dealing with Twitter, but re-thinking the whole of your communication. Unless it's holistic and deals with the realities, it's likely to fail.

The shift from campaign to conversation is a radical and one that requires way more than half measures.


Posted by Ed Cotton
Tags: twitter (23) dorsey (1)

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