Many companies in Korea are running Twitter sites to communicate more effectively with customers. However, most corporate Twitter pages focus on attracting people through gift events or with discount coupons rather than providing any substantial content. Companies believe that the number of followers they have quantifies their likability, which in turn predicts and extends the reach of advertising.Corporate tweeting that draws attention to the company through gifts and events fails to adequately communicate with customers and share corporate news and events; it merely raises interest in the special events and gift coupons.Consequently, their corporate Twitter pages become one-sided online advertisement channels rather than interactive social media sites.SK Telecom thought that real communication with the customer happens when customers spontaneously visit their Twitter page and enjoy it.

Just as radio programs invite listeners to call and share their stories, SK Telecom invited people to post their stories to its Twitter page.We ran a 1-hour program on its Twitter page twice a day and invited customers to participate in the programs simply by sending and reading stories through mentions and responding with replies.

Through such TJ activities, the likability of SK Telecom’s news and events improved remarkably. The company was chosen as the most reliable SNS company (Social Network Service) and the most influential company in Korea in 2011.In just 80 days of TJ program operation, the likability of SK Telecom increased by over 300% and SK Telecom’s Twitter page gained 62,000 followers in just 10 months. About 46% of all followers spontaneously retweeted mentions to others. This was 28 times more than before the TJ program.The term Twitter Jockey that SK Telecom coined was entered into a Korean dictionary as a new word referring to a new type of broadcasting occupation. SK Telecom’s TJ project was introduced in various media and received the Korea Public Relations Grand Prize in the Image division in 2011, which is the most authoritative Public Relations award in Korea.SK Telecom's TJ campaign is regarded as a successful SNS program that turned corporate Twitter into interactive social media.