Don't tweet: When it will ruin your brand mystique
In a way, tweeting is like dating. If you know everything about the person by the end of the first meal, then the mystery and intrigue have vanished, and you don't see the point in sticking around for coffee. Or a second date.
During the music business panel at the 140 Twitter Conference, artists such as Curt Smith (@curtsmith) and hip-hop star Chamillionaire (@chamillionaire) discussed the idea that some musicians just should not be on Twitter, as their entire brand is built around their mystique. For instance, could you imagine Jack White of the White Stripes tweeting?
While the advantages of being on Twitter outweigh the disadvantages for most consumer and corporate brands, it would be wise to give some thought as to whether you're tweeting too much. There is a fine line between transparency and over-exposure. If your brand is exclusive, high-end, mysterious, and playful, make sure that your Twitter account stays true to that tone. Make your followers feel special, and keep them intrigued.
Going back to Kogi BBQ -- imagine if it posted a monthly or yearly calendar detailing exactly where the truck would be and when. The long lines would shrink pretty fast, as the main appeal of that brand is its unpredictability.
Don't give it all away on the first tweet, as your mother might say.
