Branding Yourself On Twitter

This week’s readings on branding via Twitter have been quite interesting. While many people only use Twitter as a means of information and entertainment, others are using it for business purposes and building brand recognition. This week’s readings show why it is important for the latter to understand that Twitter should not be used in ways that mirror the olden days of propaganda and the one way communicative nature of gatekeeping media and corporations. It talks about the importance of keeping your followers engaged by opening up to two-way communication, responding to feedback, and being transparent.

While traditional marketers have always focused on “how to chase consumers,” Twitter has become effective in such a way that allows the brand to focus more on “attracting” and not “chasing” those that would be interested in the brand. This is something that has become increasingly valuable to the PR guru because it filters through the possible hit and miss of mass marketing, and comes with the understanding that people choose their favorite brands (or Tweeters) and become loyal to that because of what they believe it represents as it relates to them. Twitter is a community of segmented groups that tune in to those that they want to hear from, and if they like what they read, they remain true.

But along with that idea, the chapters also address the idea of engaging followers in such a way that makes them feel like they are being heard, and that their ideas are paid attention to by those whom they follow. In other words, their attention to those on their time lines is reciprocated when they engage in two-way communication with those same people/organizations/entities. As a result, if it’s a product that you are ultimately selling, you can gain new customers, not by tweeting only announcements of sales, but by allowing a real voice of a real person to shine through that interacts with followers.

Interesting, yet helpful indeed.


3 Responses to “Branding Yourself On Twitter”

  1. So following organizations, brands on Twitter is something of a self-fulfilling prophecy? Do you think that this is different from traditional brand loyalty, i.e. before the Digital Age?

  2. I do think that it is something different from traditional brand loyalty because it removes all restrictions of communicative interaction between the audience and the entity. I think that they both encompass the basics, but the digital age has pushed things much further along. This is especially true because technology takes the “time” factor and intensifies the impact of communication since everything is so “instant” now.

  3. I absolutely believe that branding in social media is wildly different from traditional brand loyalty. For one thing, traditional brand loyalty is based solely on two factors: a good product or service and the fact that we are all creatures of habit. With social media branding, the interaction between the company and the consumer is no longer just the product, it’s an entire conversation. With traditional brand loyalty, if one customer receives a defective product, chances are, that loyalty will be destroyed. However, with social media, that customer can communicate with the company without jumping through the normal hoops (such as calling customer service) and get a quick response & (hopefully) solution, a la Zappos. Social media also opens the doors to conversation in the way that companies don’t have to wait for the consumer to start speaking to them. Many companies are monitoring their brand keywords so that if one customer gripes about how their new dress doesn’t fit on Twitter, they can be pleasantly surprised to find a personalized message from the company offering a free exchange. Social media offers companies a chance for brand loyalty restoration.

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