Krywosa, IMC

Last week, I began to ponder the style of a branded Twitter account with fellow Twitter peeps @lanejoplin, @timnekritz, @radiofreegeorgy, @thanhancock, @bradjward. Supposedly, as channel/community manager, you’re taking on the brand persona, right? Or are you putting your own persona into the brand? Do you have a plan for your tweets or are they random? The more this was discussed, the more a blog post it deserved.

Personally, I’ve been putting on the University brand, primarily, touting University events, related news stories and of course, Boston updates. One thing I’ve not been doing too much of is interacting. Being someone who endlessly preaches ‘interaction, integration and two-way communication’ I cant really sit idle any longer: Its time to Tweet.

As I move forward in discussing and commenting on students and other follower/followees there’s a line to draw. How much is too much? Is too little robotic? Can I really chime in on how much I loved the Cuddy/House drama last week (Thanks for the input, @lanejoplin:) )?

I’d love for branded tweeting to take on a more personal touch, but how much of that touch is one person’s idiosyncrasies and lovable quirks versus a unified branded approach? Can both live simultaneously in harmony? What happens when the (hopefully, luckily) loved persona moves on or becomes too busy?

I’m thinking the answer is a little bit of both: stay true to the university brand and persona while also injecting a little personality to keep things interesting. Of course you wont get political or attach links to stories that’ll stir the pot, but generally, you’ll be able to have fun while providing information.

That’s what social media is all about, right?

I know. I know. It’s a seemingly uncharacteristic collision of my worlds: my New York Giants and overall NFL fanaticism, and my work life. Stay with me here…

Every Sunday  momentum is what ultimately swings the game. Sure, offensive and defensive linemen, QB  and running back stats do have a huge determining factor in the outcome, but there’s a reason ‘any given Sunday’ is true.

Its about the heart and the belief put into the effort. The ability to not give up and to stand the line on 3rd down and inches. Its about taking chances and making plays. Its the underdog doing the impossible. Its about the team mentality to take on a challenge. If the momentum is not there, or it gets put into the hands of the opposing team, you need to get it back or else you’re toast. Its about staying clear mentally and acting as if every down is another chance.

Shouldn’t we be putting that kind of effort into the most effective marketing tool we have? If we let the momentum swing to our competition, we run the risk of getting down on ourselves and giving up on new ideas. Of not making progress by way of bureaucracy and negativity. Why don’t we listen to the voices of our teammates who can see the impossible becoming possible? Instead of running the same old plays over and over again and wondering why we cant get anywhere, why don’t we work together on something new? Why don’t we change our lineups or coaches?

I don’t know about you but, if I’m putting in the effort to do the workouts, I want to put a ring on my finger, not just show up for practice.