After the conference re:publica in Berlin the Twitter hype has been reaching Germany, too. The number of users is rising faster than before and some days ago the first German Twitter charts (based on the number of followers) have been published. But this week two occurrences also showed to PR people that they should care about Twitter:
- The Comcast-story showed that Twitter monitoring (and reacting on relevant Tweets) could be very reasonable (via). It is obvious, that Twitter can be used as an early stage warning system for organizations – in other words: If you talk about blog monitoring you should include Twitter monitoring, e.g. based on keyword searches. Even more since the story spreat from Twitter to blogs to mass media.
- The second story concerns identity: Yesterday many German Twitterati and Bloggers reported a Hamburg based newspaper (Hamburger Morgenpost – MoPo) started to use Twitter. But today, we learned: It is a fake account. Someone grabbed the account www.twitter.com/mopo and uses it as a tool of guerilla communication – including the logo of MoPo and a link to the official website. The background is a conflict between the publisher and the editorial staff of MoPo.
The MoPo story shows four things to me:
- Twitter can be used in campainging very well,
- information may spread very quick – not only within Twitter but also within further channels,
- many users trust their first and quick impression (concerning identity and content),
- and a similar story might happen to nearly every company which hasn’t registered an account with its name (and this problem doesn’t concern only Twitter). Ehm, I refrain from registering Twitter accounts for any company.
I have to admit: These cognitions aren’t new at all – but concerning services of the social web it would be useful if PR people won’t forget them…
If you wish to do so you can follow me on Twitter here. Without any fake.