As Twitter moves into the business mainstream — nearing some 35 million unique global visitors, according to ComScore — it’s increasingly clear that one community has yet to fully embrace the social-networking tool du jour: agencies.
The irony is that the same people clients hire to erect communications and social-media strategies often appear uncomfortable using Twitter themselves.
One stark example: A couple of months back, Volvo struck a landmark ad-placement deal with YouTube to promote the Twitter feed for its XC60 model (@VolvoXC60). But the agency that created the innovative rich-media ad for Volvo, Havas’ Euro RSCG, has an account (@Euro_RSCG) that’s never been used.
Asked what gives, a Euro spokeswoman said: “We’re developing our Twitter strategy and in the meantime want to hold onto the name. It’s a Catch-22: You don’t want your Twitter handle stolen, but you also don’t want to start using it before you’re really ready.”
Whatever the case may be, save for a few shining examples of shops that “get it,” agencies need to catch up with their clients — and fast.
Marketers offer better examples
Many marketers are known for successfully leveraging Twitter to boost brand awareness and interact with their consumers, among them Zappos CEO Tony Hsieh (@zappos) and the chief marketing officers of Best Buy (Barry Judge, @BestBuyCMO) and Express (Lisa Gavales).