I read a news story this morning on Telegraph.co.uk slamming a Twitter account that was set up by West Midlands police. Why the criticism? Because the account is ‘run’ by a dog.
The Telegraph says:
“The move has been condemned as ‘cringeworthy nonsense with some complaining that one of the country’s biggest police forces should concentrate less on a social networking dog and more on real-life policing”
With stories like this by leading publications, is it any wonder there is confusion about how Twitter should be used?
Looking at the timeline there are plenty of lovely informalities and every so often some news of a more serious of professional nature is slipped in. It’s a nice mix:
“Just got back from my late walk,bedded down in my kennel now for the night, day off tomorrow”
“check out the unit I work for at http://www.west-midlands.police.uk/specialist-crime/dogs/index.asp”
Let’s just get something clear. Twitter can be used in many ways but it’s primary purpose is as a Social Networking Tool. Twitter is actually very informal if you really look at how it is used by the majority. There is nothing wrong with showing a more human/canine side via Twitter if it helps you engage with your audience. I like to see public sector organisations using Twitter in the way the West Midlands Police have.
Telegraph also sniped at the number of followers:
“But their latest move has clearly not been as informative as West Midlands Police hoped – Smithy only has 115 followers on Twitter.”
The account was only launched on 1st September so it’s only a matter of time before it gets more follows. Now it is showing 203 (it was 161 when I started to write this post!)
So, in my opinion you should ignore that silly story by the Telegraph. It’s really OK to add a personal touch using humour and informalities with your Twitter account to contrast against what otherwise might be a stuffy public image.
You can follow Smithy the CID Police Dog at @WMPcsedogsmithy
(WM Police does have a more formal Twitter account @WMPolice which Telegraph readers and journalists might prefer.)
After reading the Telegraph story on this the only thought that comes to mind is desperation. I personally think this is a great idea. By using Smithy the dog they will be able to reach a much broader audience based on the genre of the Twitter account and still get plently of opportunities to educate and inform the general public.
Afterall who would of ever thought a tweeting meerkat would sell more car insurance…
Surely this tactic is an extension of the “mascot”? You know the one, the stickers, the images and promotion of a fictional character or even an animal that is the face of the brand/company.
Making the mascot interactive and personable extends the exposure and use of the mascot. I personally think this is a fantastic idea, but the Telegraph have got on their high horse.