Do you Twitter?
If you don’t use Twitter (or “tweet”), you’re likely to have heard about someone who does.
The “what-are-you-doing-now” micro blogging site has undergone incredible growth since its inception.
So much so, that one of the main complaints of the system’s users follows the many instances of “overload” it often encounters. When it does, users receive an image of a “fail whale” being lifted by small birds with the message “Twitter is over capacity”. Unfortunately, that has happened often since its meteoric rise – discouraging many users that have become frustrated with the system’s reliability.
For those of us in branding & marketing, Twitter is an entire world of opportunity. Certainly, Twitter has offset the ongoing loss of direct access to consumer bases shown in falling television ratings and ever-smaller radio audiences. Today, most eyes are on social media and the marketers that are ready (and able) to react.
So the new channel is open…but now what? How does your brand leverage itself in this new arena?
Obviously, Twitter’s main functions are community building, consumer networking, public relations, branding, and general business (and personal) updates.
Yet…for all it’s advantages, Twitter has lacked the ability to prove it’s financial worth – as Google did with Adwords.
While most consumers are literally “consumed” with brand loyalty, the ability to connect with others that share their interests in a non-branded way is a gateway to a new social community. Website forums used to provide this connection – but they were always tied to a specific brand, and certainly not neutral in their scope. Twitter provides everyone with the opportunity to establish, and grow their own social network – a truly new, unique marketing channel.
So how do you Tweet? What use of Twitter have you had success in? What do you see it’s future as a tool for society? Is Twitter here to stay, or just a passing fad?