As companies start setting up accounts on Twitter, there are many strategic decisions to be made with regard to community management and the face of the brand. Who or what is the face of the company? Should your avatar be a human face or the company logo? Is there more than one face?
Olivier Blanchard outlines a pretty ideal approach to “The Avatar Question” and managing an enterprise Twitter presence in which he advocates setting up a branded account with the company logo, supported by staff accounts that feature a face along with branded imagery.
All companies are not enterprises, however, and there’s no one-size-fits-all approach.
To decide what’s right for your company, start by taking a look at some contextual considerations…
- What is the primary goal of your Twitter engagement?
- Who is your community and what is it that they want and need from you right now?
- What are your competitors doing in this space?
- Who will act as your community manager? Is this individual already a part of your community or is he/she a stranger?
- What restraints do you have with regard to technical limitations and time to dedicate to social media?
Use a company logo for your account, but have it socialize like a person.
The reality is, a community manager isn’t always the ideal face for the company brand, even if they are acting as the company’s voice. People can come and go. Roles change. So it often makes more sense to use the company’s logo for the avatar for your main company Twitterfeed, rather than your community manager’s headshot.
But, as Frank Strong mentions above, just because your community manager is talking as a brand, rather than a person, doesn’t mean your company feed should sound like a robot. As Frank says, “Businesses are people too, socialize like it.” I could not have said it better myself. Yes, that might be a logo on the avatar, but…there’s person sitting at a desk behind that logo. So make sure that humanity is showing through in your brand voice.