Marketing

#TwitterForLeaders: @EE’s Marc Allera on how he finds Twitter invaluable

By Gordon Macmillan
Wednesday, 13 December 2017

In the latest from our #TwitterForLeaders series, we spoke to @MarcAllera, the CEO of the UK’s biggest mobile phone provider EE, about why he uses Twitter as a business leader.

Allera, who as well as running @EE heads BT’s consumer business, which includes sports TV business BT Sport, says first and foremost his use of Twitter is all about customers. He says Twitter not only allows him to be easily accessible to those customers but to listen and respond to them and take onboard what they think @EE is doing well and not doing so well.

As a way of finding out what’s happening, Allera says he finds Twitter "invaluable". In the video interview below, he also talks about how Twitter helps bring to life what @EE does as a business, particularly in reference to its partnership with the Glastonbury Festival.

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Two #TwitterForLeaders Tips

In our previous #TwitterForLeaders blog posts we shared Twitter best practice tips to inspire, and help executives get more out of their use of Twitter. So far we’ve covered topics on how to:

  • Inspire and influence and recommend good reads
  • Humanise your brand and amplify announcements.
  • Listen to your customers and respond and celebrate your network.

This week we’re looking at how executives can use Twitter to respond to critics and attract and retain talent for their businesses.

Respond to critics

It isn’t always advisable to respond to every critic, but there are times when a fast and direct response to criticism of your company does make sense. There are many good examples of this, where executives have used Twitter to rebut stories or claims made by others that are factually incorrect.

The @SpaceX and @Tesla CEO, Elon Musk frequently takes to Twitter to either respond to complaints, engage directly with customers, or to set the record straight.

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Likewise, the Liverpool Football Club CEO, Peter Moore, is a great example of a football CEO on Twitter. He uses the platform to talk directly to fans. Here he responded to concerns from fans about tickets being sold at inflated prices.

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Attract and retain talent

With many people hunting for new jobs being active on Twitter, it is a great tool in any company’s arsenal when seeking to attract and retain staff. While human resources might do the actual hiring, CEOs and other executives can play an important role in drawing new employees to a business.

Salesforce CEO, Marc Benioff took to Twitter to encourage Microsoft staff who had lost their jobs to join his business. And Sir Richard Branson has used Twitter as a place to share inspirational advice directed at retaining and hiring staff.

 

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Gordon Macmillan

‎@gordonmacmillan‎

Head of Editorial, Twitter EMEA

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