Advertising Age reported late last month a new study that indicates brands are irrelevant on Twitter.

The problem may lie with how most marketers are using Twitter, that is, as a “broadcast medium” rather than a forum for conversation:

“…only 1% of consumer tweets that mention a brand are part of an active conversation with that brand, meaning marketers are, for the most part, conducting one-way conversations — the opposite of the way consumers often use Twitter.”

Rather instructive, but how do you make Twitter more conversational in a heavily regulated industry in which every last word of communication must be vetted by numerous gatekeepers? Well, it’s time to change the game a bit.

Don’t think DDMAC will ever lighten up? Don’t be so sure. Other branches of the federal government recognize the value of social media; the FDA may not be far behind.

A recent article in the New York Times details the State Department’s embrace of “digital diplomacy” and, more importantly, its understanding of the use of social media (when was the last time you heard that about the U.S. government?).

“Traditional forms of diplomacy still dominate, but 21st-century statecraft is not mere corporate rebranding — swapping tweets for broadcasts. It represents a shift in form and in strategy — a way to amplify traditional diplomatic efforts…”

There’s nothing to be gained by sitting out the social media age, as the article points out, and that’s as true for corporations and brands as for the federal government. It requires rethinking some of the givens of more traditional communications, though.

“‘The loss of control you fear is already in the past,’ [according to New York University professor Clay Shirky.] ‘You do not actually control the message, and if you believe you control the message, it merely means you no longer understand what is going on.’”

So complete, unyielding control is out of the question, but that doesn’t mean it’s hopeless until DDMAC and MLR catch up. Look at it this way: if you aren’t in the conversation at all, you can’t hope to influence it. But just being present isn’t enough; you need to be savvy.

Learn from the example of BP: in the early days of the oil spill, they muttered a few things under their breath in the media — both the traditional and social varieties — but were largely mum. Into this vacuum slipped BP Global PR, and the rest is Twitter history. (Not familiar? It’s worth clicking that link; it won’t need explanation.)

Brands may not be relevant on Twitter at present, but they can be. The question is, will your brand be among the vanguard that figures out how to use social media to the best advantage? DDMAC or no, it can be. It just requires a little finesse.

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