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ING chief uses Twitter to forge brand

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in Best-Practices Leadership,Leaders & Managers,Profiles in Leadership

Your brand is what your customers think of you, and customers determine what they think of you based on their interactions with you.

With that philosophy in mind, Peter Aceto, CEO of ING Direct Canada, plunged into the world of social media. He began using Twitter to forge relationships with consumers and build the ING brand.

Follow his lead in doing social media:

1. Give your tweets the stamp of authenticity. Aceto says, “It’s me, it’s not fake, and I do all the writing myself and I share insights I have throughout the day—whether I’m in a meeting or I get an interesting leadership article.”

2. Take advantage of timesaving media tools. Engaging with social media takes time. Sometimes Aceto jots down ideas for tweets, then schedules them for a later time, and sometimes he takes suggestions from staffers.

3. Give people what they expect. ING has professionals who send out marketing-related tweets. But the point of Aceto’s Twitter feed is to engage. When consumers come to him, “their expectation is they’re engaging with me,” he says.

— Adapted from “Executive tales from the Twitterverse: How ING Canada’s CEO staked his brand on social media success,” Dan Ovsey, Financial Post.

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