Go anywhere – with Jeep or Twitter

by Brian Keaney

I wouldn’t call it a New Year’s Resolution, per se, but I am trying to use Twitter more, and to use it better.  I’ve installed Chromed Bird to my browser, and while it is certainly helping me keep more up to date on whats taking place in the Twittersphere, I can easily see it becoming a distraction.

Regardless, there are some great and some poor uses for Twitter.  Some one of the people I follow tweeted today that dismissing Twitter because of ‘what I had for lunch’ tweets is like dismissing newspapers because of the National Inquirer.  Like anything else, it’s not the medium itself, but how you use it.  The same technology that published the Bible also published Mein Kampf.

An excellent example of a good use of Twitter came to me personally last spring.  Just as the weather was warming I tweeted

Sing hallelujah! The doors are off my Jeep for the summer!

Within minutes, a company using@AllThingsJeep responded to me by saying

We reccomend the CVS (crotch ventilation system) foot pegs for those hot summer days!http://bit.ly/2qjX0

Before that, AllThingsJeep.com didn’t know me from a hole in the wall, and the same was true in the opposite direction.  I’d never bought anything from them, and as that was my first Jeep tweet I’m fairly certain they had no idea who I was or that I drove a Wrangler.  Still, they searched Twitter for a term relevant to their product line, in this case Jeep, and discovered what I was doing with mine.

That gives them an idea that I’m a potential customer, but it’s how they used that information that really sold me.  There’s a common expression among Wrangler owners – you may have even seen it written across some windshields: “It’s a Jeep thing.  You just wouldn’t understand.”

We Jeep owners are a fun loving bunch.  Most Saturday nights in the summer I take my Jeep out onto the beach down the Cape.  The very fact that they sell a product specifically for people who remove the doors from a vehicle at a high risk of rolling over should tell you something.

They had a pretty good idea of the type of customer I was, and used a fun marketing technique like calling foot pegs a “crotch ventilation system” to pitch the product to me.  It’s not something you would do with a Cadillac customer.   For a Caddy it would be completely off-brand.

I didn’t end up buying the CVS, but now before I do anything with my Jeep I check out their website first.  I’ve got a sense of humor, and as long as I’m going to be spending money I’d like to spend it with a company that has one, too.

For politicians, I’ve seen a couple great uses of Twitter, and plenty of pols who think it is a new tool to use for old strategies.  Those who do better with it include Massachusetts Governor Deval Patrick.  About this time last year His Excellency made a visit to an office building in Cambridge.

A couple of employees at HubSpot, a company in the same building, tweeted him (@massgovernor) and asked him to stop by.  Guess what? He did.

As I tweeted yesterday, I think a mayor in New Jersey has accomplished not only the best use of Twitter for a politician ever, but also at the same time performed the best constituent service I’ve ever heard of.  A woman tweeted Newark Mayor Cory Booker and asked if he could send someone to her 65 year old father’s house to help him shovel the driveway.

His response came five minutes later:

I will do it myself where does he live?

That’s a vote for life right there.  Should any of my elected officials be reading this, tweet me at @BrianKeaney for my address.   My driveway is still a mess.

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