Green Earth PR Network

I read on CNBC this morning that Twitter usage has declined for the second month in a row. The writer warned that we’d seen this kind of fall from peak before (WebVan, anyone?) and suggested valuation in a post dot com world is iffy at best. But here’s the paragraph that stopped me in my tracks:

“Twitter runs the risk of devolving into another marketing tool by companies looking for what might seem like a cool way to speak to customers. But if that’s all it is, I’m not sure how many customers will be left to hear the message. And where’s the beef? Where’s this company’s revenue-generation strategy, or Heaven forbid, profits?”

Hmmm. Twitter runs the risk of devolving into another marketing tool? You mean that’s not what it is? Because that’s what I’ve been telling my clients — and myself — for a while now. That Twitter is simply an amplifier for a message, not a replacement for a strategy. That Twitter is just one way to engage — to converse. And besides, since when was a worthwhile conversation worth limiting to 140-character sound bytes?

So what is a green communicator to do? I’m working on a list of ‘rules to live by’ and I’d love your contributions. My counsel currently looks something like this:

1. Traditional strategy — and all that entails (defining goals, audiences, message points, competitive analysis etc) still rules.

2. Authenticity is paramount. At a time when greenwash abounds, those with a credible and legitimate message will prevail precisely because ‘new media’ has a built-in BS detector with lightening fast repercussions. This Business Week story is a couple of years old but remains a relevant cautionary tale.

3. Social media tools like Facebook and Twitter are amplifiers for a strategy (see number 1) not a be-all, end-all. And they probably don’t work if you have limited technology resources, a one-dimensional message or lack the time and energy to develop a personality for your brand that works in the sound byte world. On the other hand, if your market skews young and your brand is consumer-focused, it may be worth the time and resources to create an maintain a presence.

4. Remember that social media is about having a conversation. Maybe you don’t need your own blog or FB page to engage. Maybe a better strategy is to monitor and participate in dialogue that is already out there, building credibility through your point of view rather than your pulpit.

How does your counsel compare to mine? Remember, it’s a conversation!