Twitter lessons from The Edge

Ah, Twitter. We advise lots of companies on how to use the notorious microblogging platform in a strategic and effective way, and our most common refrain is: don’t broadcast, engage. Yes, Twitter can be an effective way to release highly targeted updates to relevant communities, but it’s designed for dialogue. Brands who can actual respond to, ask questions of and develop a two-way relationship with their customers on Twitter are building deep interest and loyalty long term.

However, the wonderful thing about social media is that there’s no one-size-fits-all rules. Take the celebrity Twitter phenomenon: C-listers’ constant chatty engagement on Twitter often cheapens them in our eyes. From Lily Allen’s navel gazing to Demi Moore’s bum, celebs are one type of brand where less can definitely be more.

U2′s The Edge proves this with his brilliant Twitter strategy. He uses his feed to simply upload a series of Twitpics from wherever he is touring that day: no tags, no commentary, no explanations. He follows no-one. He does not talk.

And his fans love it. They go crazy commenting under each photo, discussing where he is and retweeting their favourite spots. He knows the USP of his celebrity – enigmatic, lyrical silence; a focus on the music – and his tweets are a perfect fit. And they’re a perfect fit for the Twitter audience too: simple and visual, consistent so people will come back for more, but always surprising too.

Sure, it can be great to feel a closer connection with a tweeting celeb, and a thrill when they deign to respond to a comment of yours. But The Edge provides an excellent lesson for all brands: sometimes less is more – if you know your audience, know your platform, know yourself, and apply a little creativity along the way.

Brought into the world on Friday, September 25th, 2009 and filed under Uncategorized.