One of our concerns as Twitter lovers and founders of a social media marketing agency is how to handle tweeting about the products or services we love when the products happen to be connected to our clients. We strive to be as transparent as possible, not just because we fear the wrath of the FTC or being called out by bloggers and Twitterers we know and trust, but because it has always been in our nature to be as crystal clear as possible about everything we are doing.
From the moment Sheila, Cat, and I decided to form our company, we're shared our progress every step of the way on our blogs, on Facebook, and especially on Twitter where we've loved getting immediate feedback on our plans and ideas. We are--all three of us--long-time social media power users (when I say "social media," I also include blogging). We have always been completely transparent when it comes to product reviews and giveaways on our blogs because that's our style. It helps that we all have separate review blogs, but even when we mention products on our main sites, we are clear about how we obtained it. (If you doubt how serious I am about this, just check out the name of my review site and the non-nonsense style in which I review products. I'm not trying to get over on anyone.)
I've been blogging since 2003. Back then there was no such thing as ads on blogs, no Twitter, no Facebook, and companies were just starting to figure out how to connect their brands with bloggers. People blogged because they loved writing and creating community around their writing (whatever the topic), not to review products, share coupons, or host giveaways.
Brands perceived bloggers to be influential over their communities of readers and they started reaching out. Bloggers took, and plenty of bloggers bungled those write-ups making it seem as if they really did love that powder or paste or cleanser or wax or bleach*, when really, they got it for free and therefore felt obligated to say something positive about it.
On the flip side, plenty of bloggers didn't bungle those write-ups. Plenty of bloggers have always been above-board about where and how they got a free product and shared their honest feelings about it.
When it comes to Twitter, we feel it's just as important to be on the level, but it's harder since we're limited to 140 characters. We tweet about our clients using our "business" Twitter handle, @clevergirlscoll, but there are times when we re-tweet using our personal handles. If it's for something like one of our Twitter parties, the fact that we include the "@clevergirlscoll" right up front makes it clear that it's a work-related event. See example below:
@citymama RT @CleverGirlsColl: RSVP now 4 the #cgc #ProjectRunway finale twitter party! Prizes from #Timex & MomMadeThat.com! http://bit.ly/3WAMDP
Not everyone on Twitter may know that Sheila, Cat, and I are associated with @clevergirlscoll, and we often don't have the space to explain it in 140 characters, but our Twitter profiles are very clear about our role as founders and principals of a social media marketing agency for anyone doing a little digging.
Today I re-tweeted a tweet from one of our clients, Yummie Tummie and I added (client) at the end of it. See example below:
@citymama RT @yummietummie: Check out the new Yummie Tummie Undercover! The shaping panel is covered w/stretch cotton! http://bit.ly/3RIuGp (client)
I do want my followers to know about this product since many of my followers are women who wear shapewear, but I also want my followers to know exactly why I am tweeting. Yes, I love Yummie Tummie, and yes, they also happen to be a Clever Girls Collective client.
Here are some other ways people on Twitter are handling transparency. Scott Monty (@scottmonty), head of Social Media at Ford does it thusly:
RT @ScottMonty: The official car of CES: the 2010 Ford Taurus. The Taurus? Yep. http://bit.ly/1uakg4 [Congrats! - and yes, disc: client]
Karen Untereker, digital strategist at Ogilvy handles transparency like this:
@unterekless My sponsor Yoplait is offering a $1.25 coupon off new 100 calorie Yoplait Delights! http://bit.ly/4fv2sV
Melanie Notkin, founder of Savvy Auntie (@SavvyAuntie) handles it a variety of ways. When the TNT show Saving Grace sponsored some of her tweets earlier this year, Melanie wrote a thoughtful post about why she was doing it and let her followers know that her sponsored tweets would contain a special hashtag:
Because these weekly events are sponsored, I will add [sp] to each tweet. The hashtag "#SavingGrace" will be used to keep track of the conversation for all those following.
Melanie also tweets directly about her relationship to the folks who sponsor her as she did today:
@savvyauntie I'd like to thank @americanexpress for inviting me to see Jon Bon Jovi at Alice Tully Hall last night. Awesome experience #amexjovi
So far there doesn't seem to be a de facto standard as to how to handle sponsored- or client-related tweets, but from what see out there, we have some very clear examples from some extremely conscientious people to follow.
—Stefania Pomponi Butler
* a nod to Free To Be You and Me
