Last month I saw an article about the concept of a “Twintern” – basically an intern that sends relentless tweets about a major brand.
My first take, in tweet form:
“Twinterns” – Innovative use of social media, or exploiting tech geeks for fun and profit?
Lauren McKay over at CRM Magazine takes a nice look at the concept as it applies to a Twinternship (really?) with Pizza Hut. And while she jokes at the end that a pizza delivery guy would make for more authentic tweets – I do believe she makes a strong point.
Hiring some kid fresh out of college, with no real experience with your brand, but with social media savvy will not insure strong social media interactions. Lauren’s point on authenticity is very valid. I want to engage with someone who is engaged; not simply tweeting because they “have to” but tweeting because they are inside the guts of a brand and have compelling things to say.
Just like my post from the other day about that annoyingly spam-like twitter marketing program – simply having someone tweet for you is like having a movie star or mega athlete send their assistant to sign autographs at a mall appearance. The lack of authenticity is transparent, and the smart consumers out there will reject it.
While it is great that young people can leverage their ability to write in SMS speak in order to get a job in this economy, I think it is more important to consider the brand implications. After all, it is not that hard to get the hang of all this new fangled stuff. And making it someone’s job who does know your brand and your demographics to also learn these channels, makes more sense to me that hiring a fresh-faced kid to tweet at random.