Drivers Jonas, commercial property firm, have staff across offices throughout the UK as well as in Paris, Frankfurt and Madrid. The range of services we provide is extensive, to match our clients’ needs and areas of operation.
The challenge
Given that the company is on the shortlist for the development of the third runway at Heathrow, Richard Crook, marketing and business development director, believes having a transparent and responsive online presence will help to manage any sensitive issues that may arise. “Rather than hide, we will be able to respond quickly.”
The approach
Drivers Jonas started using Twitter for marketing purposes earlier this year. Crook says he was sceptical at first. “My initial reaction was, “How on earth can we use this in the B2B environment?’ I thought it was all about chatting and flirting on Facebook.”
The company employs two full-time content editors that maintain the brand’s presence on Twitter. This has to be slotted in around their other work. Crooks explains that this investment is key: “As quickly as people start following you, they leave.” he says. Crook describes social media as “two-way communication with clients”, and says it’s an important part of the marketing mix. “It changes the way you communicate,” he says. “Many are nervous about being exposed; but if they don’t get on board, people will think, “What is there to hide?'”
The result
Having attracted about 100 followers in the first month, he changed his mind: “We were surprised at how quickly people got involved. It’s a good way to meet people, say if you are ‘tweeting’ at an event.”
