Entering the Twittersphere
When I joined GE Intelligent Platforms, I worked to align our social channels and promote our digital presence. Nah sayers tried over and over to explain to me that our customers weren’t on social platforms. Twitter? Are you kidding?
Twitter reports more than 316 million monthly active users in 2015 sending 500 million tweets per day. As GE is a global company, it is interesting to note that 77% of Twitter accounts are from outside the US.
Working with our agency, The MX Group, we began tweeting 5 times a day. Our tweets reflected trends, innovations, and themes that were of value to our customers. Our rule: 80% of our activity on social, including Twitter, should provide value to those that follow us. We allowed 20% of our tweets to be about us – new product introductions, training courses, events we were hosting.
The results have been significant. Our followers more than doubled and amplified our message. We drove significant traffic to our commercial website and tracked engagement as these visitors downloaded materials or connected with us. We promoted our ideas, innovations, and reached out to the technical community. Our marketing efforts in digital reflected our innovative brand and provide new ways to touch the business community.
In November, 2015, we migrated our social strategy to reflect a new direction within GE. @GE_IP followers can choose to continue following us with a renamed handle, @geautomation, or follow our software messages at @GE_Digital.