Using Twitter to promote brand secrets: setting Clear Goals

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Use Twitter to promote branding

Introduction: Foreign media wrote today that more and more European companies are using Twitter to communicate with customers, but it is still unknown how companies will specifically motivate deals via Twitter. Experts suggest that companies that want to connect with their customers through Twitter should have the right strategy in place so that all tweets from the enterprise will be continuous.

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Last month, Twitter users Citizenrobert "Enjoy the fun of cooking." One months ago, he was enduring the "ruthless" Gale of Suffolk, a county in eastern England.

Citizenrobert is actually the Twitter user name of Robert Phillips, British president of the Edelman international PR firm. He is using Twitter's micro-blogging service to share his thoughts and anecdotes with his 815 followers. Phillips, like more and more corporate executives, began to use Twitter to communicate with customers.

The Twitter business is growing fast. Although no specific figures were published, the estimated number of users reached 4 million to 6 million. Traffic in the UK has surged this year, with 3.3 million per cent of independent user visits in October 2009, only 121,000 in the same period.

About 80% of the more than 30 major brands, including retailers and carmakers, use Twitter to deliver daily messages, according to a research firm Forrester survey. Among them, retailers have the most attention, and carmakers can update their tweets more consistently and continuously.

British Arcadia Apparel group affiliated brand Topshop has more than 45,000 followers. Topshop through Twitter to interact with buyers. "We all want to have a holiday," Topshop a recent tweet. Everyone's on tenterhooks. ”

There are, of course, exceptions. The German carmaker, GM's European arm, Opel (Opel), stopped releasing its Twitter update last September – clearly the company's problem is not just that.

While most Twitter-using executives just see it as a distraction from work, some executives have posted tweets as part of their daily busy schedule. Jones Paul Johns, vice president of financial risk and regulatory information provider Complinet, said the use of Twitter had brought tangible revenue to the company. Jones, 40, said at first he didn't understand Twitter: "Someone explained to me that Twitter is actually a microblogging service." I see good business opportunities here. "Now every day Jones uses the BlackBerry to update 3 to 4 tweets on the gap between meetings and flights," he said.

Jones says the company has a unique link on Twitter for product trials, so it can know which deals are from Twitter. That may be hard for many executives to think of. Seesmic founder Loic Le Meille Loic Le Meur, a video-blogging company, says executives are too accustomed to their role to be as relaxed as normal on Twitter: "Companies don't have to think too much when they use Twitter." It's not about writing a newsletter, just picking up blackberries and sharing information quickly. ”

But at the same time, PR experts suggest that companies that want to connect with their customers through Twitter should have the right strategy in place so that all tweets from the enterprise will be continuous.

Nette Eriot, a senior analyst at Forrester, said that companies should set clear goals in dealing with social media: "Do you want to spread messages, talk directly to customers and fans, or do you want to collect suggestions to improve your business?" Businesses can do a lot of things. As a business, you have to be clear about what your goals are and whether Twitter can help to achieve that goal. In addition, who will manage the company's Twitter account is the most appropriate? Not all executives are fit to manage Twitter accounts, Elliott says, and companies should find the right department to run their Twitter accounts.

"Many of the company's marketing departments are solely responsible for the activities on Twitter," Elliott said. But depending on the goals that are achieved through Twitter, it is sometimes better for other departments to manage. Businesses need to ensure that each Twitter account has its own purpose, for example, to provide the latest information to customers in a particular region, or to issue decisions about new products. For example, several regional executives at Honda are using Twitter, but customers are still having trouble tracking specific categories of information in the region. The executives who use Twitter do not seem to have a clear goal. ”

A spokesman for Honda said the company was using Twitter as a new tool to communicate with customers and would allow its franchisees to "publish any tweets within a reasonable range". At the same time, Honda is developing a "system" to enable distributors to better publish tweets.

Fast food chain Burger King (Burger King) and Exxon Mobil Exxon Mobil Corp. Brands have been robbed. Last July, a user who had no relationship with Exxon Mobil registered a "Exxonmobilecorp" username and posted tweets on behalf of the company. Exxon Mobil negotiated with Twitter to prevent the user from continuing to post tweets on behalf of the company. Since then, Exxon Mobil has used the official Twitter homepage.

In late 2008, a student at Indiana University posed as head of the Burger King Twitter account and even attracted a respectable number of followers. A spokesman for the Burger King did not immediately comment.

To turn corporate attention into revenue, Twitter is planning to issue corporate accounts. Twitter says it will provide companies with tools to improve tweets in the end of the year. But some experts say not all executives are willing to buy services from a relatively new, untested web site. At the same time, it is still unknown how companies will specifically motivate deals through Twitter. Twitter did not disclose details of the corporate account plan. (Shuko)