Is Twitter The New Sybil?

sybil1I’m sure some of you will remember the 1976 movie “Sybil” about the woman with 16 different personalities. I was thinking about Twitter and ownership … not literally, but within a media company – or any company for that matter large enough to have divisions. There are a lot of people with many differing opinions. Some would say Twitter is strictly an issues management tool – a way to be react to the community at large when criticism is levelled. Others think of Twitter as a Communications tool – a way to reach out to the community – a community drop box if you will for questions and answers. Others are writing books from the PR perspective … it’s a public relations tool and that’s the end of the story. While many think of it as a vast untapped Marketing opportunity. Obviously it’s all of those things. But how are companies assigning ownership of a social media tool that has so many different personalities? Jessica Berlin of the Cirque du Soleil has said that their social media is largely managed by publicity. The massively talked-about Twitter campaign that saw AMC’s “Mad Men” TV show characters come to life walked a fine line between being an accidental publicity stunt and a marketing campaign. At least it demonstrated that you could be creative with 140 characters. Starbucks uses their Twitter account as an issues management tool … quietly patrolling the Twittering community waiting to pounce on any dissatisfied customers with free coffee coupons and “2-way” conversations. Not a bad thing if you’re at the receiving end I suppose.
In my opinion, Twitter is all those things. And it shouldn’t be approached as an entity with just one personality. Anyone writing a social media plan needs to recognize that Twitter is a unique opportunity to eliminate silos in the corporate structure and allow collaboration within corporations. A collaborative approach allows those with specialities in all of the social media areas to work together to make Twitter a better end-user experience.


About Jill Atkinson

From concepts and smart headlines to original content and transmedia storytelling, to television pitch materials, directors treatments, long format writing, blogs and web copy with SEO, I write it all. I'm a writer, copywriter, and a content writer. My job is to help you say it better with ideas and language that get noticed. With copy and content that engages customers and audiences and ideas that make a connection with them. Ideas that generate a response. Materials that can sell a pitch. When you work with me you're working with the big boys: Maclaren, BBDO, Taxi, Sharpe Blackmore and also a great bunch of mid-sized agencies, b2b shops, a national television network (CBC), 15 specialty channels (History Channel, National Geographic, Showcase, Action, IFC, BBC Canada, + many more) and start ups who have taught me everything I know about how to get you noticed, remembered and sold. Or clicked. Or talked about. There are lots of ways to try to sell your products or to sell people on your offer or to engage them in your content and your show. But there is only one way to get it done right and on strategy. My experience is a foot in the door for your brand or your television idea . And no matter the size of your project, my commitment and attention to detail remain the same, big or small and always on deadline. Great conversations have to start somewhere. Give me a call or shoot me an email Check out my work at
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