September 9, 2008
How Companies Use Twitter To Bolster Their Brands
A growing number of companies are keeping track of what's said about their brands on Twitter, writes NewsFactor.
"Comcast, Dell Relevant Products/Services, General Motors, H&R Block, Kodak, and Whole Foods Market are among a handful of companies haunting Twitter to do everything from burnish brands to provide customer service.
Twitter is a pioneer of microblogging, a way for users to keep others informed of their current status by way of text messaging, instant messaging, e-mail, or the Web.
The attention to Twitter reflects the power Relevant Products/Services of new social media tools in letting consumers shape public discussion over brands. "The real control of the brand has moved into the customer's hands, and technology has enabled that," says Lane Becker, president of Get Satisfaction.
... It's not just audience size that draws brands. People who use the site are likely to hold sway over others. A single Twitter message -- known informally as a tweet -- sent in frustration over a product or a service's performance can be read by hundreds or thousands of people. Similarly, positive interaction with a representative of the manufacturer or service provider can help change an influencer's perspective for the better."
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