If you look closely at the UK list of Trending Topics on Twitter right now, you’ll see the badly spelled hashtag, #TweeLikeAFemale. I don’t recommend you spend too long trawling through the photos of nails and lipsticks on there, but it does raise a good question – is it possible to tweet like a particular gender? Or even a particular age group, race, or as though you represent a particular culture? Yes, I think is the clear answer. Tweets, or any written content for that matter can easily be identified as belonging to a particular demographic as long as harsh stereotypes are met. So instead, my question is this – should you be able to tell who is tweeting?
I’m having a conversation with a retailer at the moment via their Twitter’s customer service account, and despite being attentive, fast to respond and generally doing a lot of things right, almost every DM is being signed off with a different person’s first name. It’s a small dislike of mine personally, and something I’d never recommend professionally. Can you imagine being in a showroom, discussing the merits of buying a new car, and the sales assistant who is trying to help you make an informed decision, keeps leaving and being replaced with someone new every 30 seconds?
It would never leave you confident that your custom is being treated with as much care and attention that you would like, and you’d be more likely to leave and shop elsewhere than put up with it. Ask yourself why; there are several reasons: mislaid information, the need to recap conversations, and generally more effort on your part when it’s them – the retailer, that should be working to ensure your custom, so why should you do all the work?
Social media accounts belonging to large companies can’t have one person running the Twitter feed and Facebook posts all the time – they’d never get to leave work! But the company can have one singular face to them. After all, you’re not trying to talk to Karen in customer services, you’re trying to talk to the brand. If the company works well, and works hard, they should have an excellent standard of communication between staff anyway – you don’t need to be aware of it. The passing of information should come naturally, and enable the next person sitting the Twitter shift to pick up where the last person left off, mid conversation with a customer or not, providing a seamless transfer the customer isn’t aware of.
Never signing a personal name or providing details of myself instead of the company is something I always make sure of when managing social media accounts for clients. It’s a small detail, but it makes the biggest difference to customers’ experiences, and makes a huge contribution to the overall image of your brand.