Corporate Tweeting. What is it? It’s when brands, more specifically public relations or marketing folks working at the brands, tweet with the purpose of selling product. And that’s where I have the problem. 

First, I appreciate the outdoor brands following me on Twitter. Nice compliment and I don’t take it lightly. And I follow them.

But for me, or anyone else, to get anything out of a corporate tweet we have to get past this SELLING THING. Here are some recent examples: 

Corporate Tweet: Just walked outside and it is raining! Sure glad I have my “BRAND” waterproof-breathable shell on!!

Corporate Tweet: Just saw our new catalogue. Have to admit that we sure have some new cute things in it!!

Corporate Tweet: Got to get outside today and test out my new “BRAND” bike. 

You get the point. Brands have got to stop directly trying to sell product through Twitter and start leveraging the communication channel. It’s the wrong channel to sell product. 

The communication channel mainly consists of people who are familiar with the brand’s products…at least the general product line. These people know the outdoor space and most of the major players…brands, major retailers, etc.  Many are avid equipment users. Many work in the industry. They do not want to know about specific products and where to buy them. 

What do they want to know? 

Tell me what the BRAND is doing right now. Just like Twitter says. What are the brand’s employees and athletes doing?  Tweet about your environmental initiatives, the grass roots events, how the brand is helping people with special needs to get outside and recreate. And tell me what your customers are doing and how they are making a difference in their communities. Make your brand come alive through all sorts of people and events.  Give me a 360 degree brand education. Inside and out. In real time. 

It’s Earth Day. So, tweet about the brand’s activities to celebrate the day. Tell me that you and your fellow employees are getting out of the cubicles and picking up trash. Tell me that you are planting trees at a nearby park…on behalf of the brand. Tell me you are part of a group taking pre-schoolers out to a farm.

Show me your corporate soul. 

And the next time I’m in an outdoor specialty store, which is at least once I week, and I need something…guess who will come to mind? That’s right, you. Why? Not because of an individual product but because you have distinguished yourself by telling me that your brand has purpose in life. 

You stand for what I stand for. And man, I’m gonna buy you.

And will this grow your Twitter base? Damn right. 

And will this approach travel to a larger consumer audience? Same answer. 

Damn right.