Social media can sometimes feel like an overwhelming prospect. There are so many different ways to use it, so many different people to target, and no closing or opening hours. It’s a 24/7 online party that you’re responsible for managing, making sure doesn’t spill on your mom’s couch, and has maximum fun value. It’s a big job, no question. That’s why when I saw this article about the former Cinnabon president who replies to every single tweet from her 16.6k followers, I was immediately intrigued.
“I take it very seriously,” says Cole, the former president of Cinnabon, who is now in place with a larger, global role with FOCUS Brands Inc. “It’s a way for me to love the people who take even a second to show love for us.” Cole enjoys the platform on a personal level as well, appreciative of the instantaneous feedback that it provides. She has only missed approximately ten tweets since she joined Twitter all those years ago. She says that it’s one thing to tweet news about your company, but another to engage with each customer one at a time.
How does she do this, though? “I’m a disciplined steward of my time,” she told BizWomen. “If it weren’t valuable to me, I wouldn’t have continued to do it.” Recently, she tweeted “Looking 4 fun retail product ideas 4 @ cinnabon @ AuntieAnnes@CarvelIceCream(ps. have lots in process so no rights, but maybe prizes) :)” She got dozens of replies, and responded to each one, pointing Twitter users to another product’s Twitter handle if they mentioned it.
My response to this? It’s awesome, absolutely. But is it realistic? Is it actually possible for teams and social media companies to literally respond to every single comment? I’m guilty as charged of missing a comment here and there, because I’m a human being and nobody’s perfect. She says that she uses Twitter when she has spare time during her work travel, and most of her replies are a thumbs up, a winking emoji, or a thank you. However, she finds that even these super-simple replies are incredibly important for bringing a human face to a massive corporation. Cole also finds that “while meeting tens of thousands of people in person in a couple of years would be difficult, I have actually done that through Twitter.”
This is part of the growth-hacking I mentioned on the blog a few days ago. Clearly, judging by her Twitter following, those personal interactions go a long way. People feel valued and appreciated by that notification, even if it isn’t incredibly substantial. It’s not realistic to write a paragraph response to every question, but you want your followers to feel comfortable asking questions because they know someone is reading it. Especially if you’re looking to make a sale, a quick reply is crucial. Set realistic goals, and your followers will appreciate it immensely.
Image Credit: CC by Womensphere Summit