That’s exactly what Bruce’s Yams did. If you follow @MissDestructo on Twitter, you know she is kinda crazy about Bruce’s Yams (in much the same way I am kinda crazy about Dr Pepper, so I don’t judge). Well her friends on Twitter noticed this, and thought she would be the perfect candidate to work for the company! So much so that they started a campaign to get Bruce’s attention and hire the gal!
And it worked. Amber (@MissDestructo’s secret identity) was contacted by Bruce’s Yams about handling their social media presences, and before you know it, Bruce’s Yams was on Twitter, managed by @MissDestructo. Amber created a video explaining how this all came about:
After watching the video and checking out the Bruce’s account on Twitter, I noticed something very important. Amber is speaking as a ‘real-person’, and a fan of Bruce’s Yams first, and a marketer second. This is big, because so many companies turn their social media efforts over to employees that are marketers trying to sound like real people. Amber’s approach is much more personable, and as such, it makes her much more effective in actually connecting with customers. Thanks to hiring Amber, Bruces is now speaking in a voice that’s much easier for the average customer to hear, and connect with. Because it sounds like their voice, not the voice of a marketer trying to use Twitter to push links to press releases from the company’s website. We respond better to messages that are spoken in a voice we can relate to, and understand.
So if your company is looking to create social media presences on certain sites or using certain social media tools, doesn’t reaching out to an existing evangelist that’s already an expert in using that tool, make a lotta sense? Personally, I think it’s much easier to take an existing customer evangelist that’s an expert on Twitter, and teach them the business side, than it is to take an existing employee, and teach them how to use Twitter (for example) as an effective communication tool.
PS: If Bruce’s Yams had turned its Twitter presence over to an internal employee, and the company had created a video to promote its Twitter account, think it would have looked like Amber’s?