Six Lessons from MeetEdgar’s Handling of the Twitter Change

To make our lives a bit easier, at Lean Out Communications we use MeetEdgar to manage our social media – including our Twitter account, @LeanOutComm. (We are, after all, all about practicality and making the most of our limited resources.)

In case you haven’t heard, Twitter is making some substantial changes to its policy regarding the use of social media management tools to manage multiple accounts and reuse content.

How do I know this? Because MeetEdgar did a fantastic job of informing customers like me about this upcoming change and what we need to do to manage it.

Here’s a breakdown of how MeetEdgar nailed it on the change communication front:

Lesson 1: Taking Ownership

MeetEdgar took ownership of the change, even though it wasn’t theirs. It can be tricky territory when a vendor or other partner makes a change that impacts your customers. Who’s actually responsible for communicating the change?

MeetEdgar took the right approach; they didn’t shirk responsibility or assume customers like me heard about the change directly from Twitter. (I didn’t.) Instead, they stepped up to the plate to make sure their customers were informed and knew exactly what steps to take to prevent or minimize any type of disruption to their accounts.

Lesson 2: Leveraging the Subject Line

They leveraged the subject line of their announcement e-mail to grab my attention. The first communication I received included a clear subject line that told me the e-mail contained an important message and that I needed to take an action:

Action Required: Please Edit Your Twitter Accounts

This distinguished the change e-mail from their promotional e-mails, and it helped the communication stand out as a priority among all the other e-mails in my inbox.

Lesson 3: Providing Critical Context

They began their message with critical context and details about the change. MeetEdgar didn’t just include a link to the announcement from Twitter and call it a day. They explained what was changing, why it was changing, how the change would impact its customers and when the change would take effect. And bonus points for them: they used clear, jargon-free language to do so.

Lesson 4: Issuing a Roadmap

They provided customers with a roadmap. The impending change required customers to both make changes to their accounts and content libraries and to fundamentally rework the way they approach creating content for Twitter. (Ibuprofen anyone?)

MeetEdgar went above and beyond to serve their customers by proactively developing a ton of great resources to help their customers navigate various aspects of the change, including in-depth instructions, training webinars and more. They made it very easy for folks to adjust to the change and remain in compliance with Twitter’s new policy.

Lesson 5: Managing the Transition

Consistent communication is critical. MeetEdgar didn’t just announce the change and then kick up their feet and celebrate the win. They actually managed the transition to drive adoption. They provided regular updates to keep folks informed of new details and continued to remind customers what we needed to do. They wanted to make sure we didn’t blow it off or forget about it.

Lesson 6: Keeping it Real

What I really admired, though, was MeetEdgar’s transparency – they acknowledged when they didn’t have an answer – but they committed to finding out critical details and sharing them in a timely manner.

Way to go, Meet Edgar!

Laura Osifchin

Laura Osifchin, MBA, managing partner, is an expert in using strategic marketing communications and commercial engagement to drive successful change initiatives, build brands and grow businesses.

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