Important Theses From Cluetrain Manifesto
With Twitter in mind, I re-read the 95 theses proposed in the Cluetrain Manifesto. Though all of them are applicable, I believe the following six should be considered the “cost of entry” for brands on Twitter.
- Markets are conversations. Brands need to engage in relevant conversations on Twitter; listening is not enough & neither is one-way communication. Reply, retweet, & repeat.
- There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. Honestly, if you have grounded a plane on the runway for 10 hours, we’ve already heard it from our classmate’s brother. Why not be the first to tell us what’s going on. We’ll probably will be more understanding if we hear it from you first.
- Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view. We’re going to point our finger at you sometimes, so you may as well get in on the joke. We want to believe you are human.
- Companies attempting to “position” themselves need to take a position. Optimally, it should relate to something their market actually cares about. If your brand’s position is clear, take us “following” you as an endorsement to your position. Stay true to it and we will engage with you because you are adding value to the market.
- De-cloaking, getting personal: We are those markets. We want to talk to you.You’re invited, but it’s our world. Take your shoes off at the door. If you want to barter with us, get down off that camel! Twitter isn’t a focus group, you can’t control the conversations we are having about you, but you’re invited to join us as an equal.
- If you want us to talk to you, tell us something. Make it something interesting for a change. If we wanted to know the headline from your latest press release, we would have visited your website…but probably NOT. The truth is, we want to feel in the know & special, so fuel us with interesting content.
- We know some people from your company. They’re pretty cool online. Do you have any more like that you’re hiding? Can they come out and play? You are bound to have brand advocates within your walls, so empower them to share their passions/thoughts/concerns about your brand. It helps us to see the light. Just think about what Robert Scoble did for Microsoft.
Taken together, I believe brands would find it easier to stay off the blacklist if they simply talk to people in a relevant & compelling way that demonstrates that they’re listening.