5 brands using PR-specific Twitter accounts–and what they’re doing well

Does your company/client need a PR-specific Twitter account?

It’s probably a question reserved for only the larger companies–but it’s been a question PR teams have had to wrestle with the last few years (some may still be wrestling with it).

The answer–obviously–is different for every brand. But today, I thought I’d highlight some of the bigger brands I believe are doing a good job with this strategy. It’s interesting to see how the lines really are blurring for some of the PR accounts below.

 

Delta

Delta News Twitter

Note the links to the other Delta Twitter properties in the bio—definitely a good idea for those brands with multiple corporate Twitter accounts.

 

Delta News Comm

Delta is also sharing pics of news happening within Delta–as visual media becomes more prominent on Twitter, this is a key aspect to consider.

 

Delta News earnings

Delta is also tweeting earnings news and information–sometimes, it seems, in a live tweeting format.

 

Delta News engaging reporters 2

Delta News engaging reporters 3

Delta is engaging reporters on Twitter by regularly retweeting their tweets–smart strategy to build relationships, and promote Delta even more.

 

Johnson & Johnson

J&J Twitter News

Johnson & Johnson identifies who is running the account right in the bio–smart way to “humanize” the brand a bit more (sorry, I had to say “humanize the brand” here–my 2008 reference of the day).

 

J&J Twitter Pics

Again, visual media is key for the J&J PR Twitter account.

 

J&J Twitter FFJohnson & Johnson is using the tried-and-true “Follow Friday” hash tag to thank partners–a smart way to build community around the brand (and build “infrastructure”).

 

J&J Twitter Blog

Johnson & Johnson is sharing links to its corporate blog via its PR account–another way to drive people to owned properties online.

 

J&J Twitter Other accounts 2

 

J&J Twitter Other accounts

The Johnson & Johnson PR account retweets other corporate accounts regularly–easy way to generate content on Twitter for the brand (and support other departments/groups within J&J).

 

J&J Twitter Reporter engagement

Johnson & Johnson is engaging with reporters regularly by retweeting media stories.

 

Starbucks

Sbux Twitter News

Starbucks links to a generic PR inbox right in its bio–smart way to give media and others easy access to the PR team.

 

Sbux Twitter Celeb

Starbucks is looking for opportunities to retweet celebrity endorsers when they share news–another way for the PR team to support overall marketing efforts for Starbucks.

 

Sbux Twitter Earnings

Much like Delta, Starbucks is tweeting earnings information.

 

Sbux Twitter News Outlet 2

Starbucks is also looking to retweet key media outlets when they share Starbucks news.

 

Sbux Twitter News Outlets

Starbucks is even engaging reporters and news outlets—through giving away its coffee products at times! (although I can’t help but wonder here–ethical issues?)

 

Sbux Twitter Pics

Starbucks is sharing news via photos—sometimes without a link to a full news release (gasp!).

 

Sbux Twitter Politics

Starbucks is also retweeting key politicians when they share Starbucks news–something I didn’t see a lot of other PR accounts doing.

 

Sbux Twitter Promo

Starbucks is also retweeting the other corporate accounts, much like J&J, when it makes sense and syncs up with Starbucks news.

 

UPS

UPS Twitter NewsVery basic Twitter bio here for UPS.

 

UPS Twitter Corp accounts 2

 

UPS Twitter Corp accounts

UPS regularly retweets the other corporate UPS Twitter accounts–again, easy content for the PR account and a great way to support the other accounts/departments.

 

UPS Twitter Media

UPS News looks for opportunities to retweet reporters when they cover UPS (another thing to remember with this approach is that some reporters are being judged on their Twitter activity–by retweeting them, you’re helping with their performance metrics in some instances).

 

UPS Twitter Pics

UPS takes photos of events/happenings within its walls, when it links up with a news story or area of focus (in this case, it’s giving back to and supporting UNICEF).

 

UPS Twitter Partners

UPS  also retweets key partners when they share UPS news and information.

 

Wal-Mart

Walmart Twitter news

Love how Wal-Mart includes the other corporate handles in its bio–making it easy for media and others to find them on Twitter.

 

Walmart Twitter Sales

The Walmart PR account is also sharing news of its sales regularly–something a lot of the other accounts did not do.

 

Walmart Twitter Reporter Questions

Walmart is also responding to reporters on Twitter—even when those reporters are not tagging the Walmart Newsroom account in their tweets (read: they have multiple searches going at any given time–smart).

 

Walmart Twitter Promoted Tweet

Interestingly, Walmart is using promoted tweets to make sure key tweets like this one stick right at the top of their PR news feed (the only brand I noticed doing this, by the way).

 

Walmart Twitter CS

Similarly, the Walmart PR team is also serving as a customer service team in spots–again, the only brand I really saw doing this.

 

Walmart Twitter careers

Walmart is actively vetting inquires—like this gentleman looking for a job—to the appropriate Walmart Twitter account. Not to beat a dead horse, but again, I didn’t see anyone else doing this. Is WalMart on to something here? :)

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2 comments
HeatherWhaling
HeatherWhaling

I think you're right -- most brands don't need a separate handle for PR-specific information. That said, more public companies may go this way as they leverage social media for disclosures. Having a news account that also shares investor news, or perhaps even having a separate IR account, could be one option for socializing IR.

bigboxcar
bigboxcar

Good post, Arik. Great examples.

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