This month's snippet
Why social media matters
With research showing that the average Twitter user spends 30 minutes per day on the ubiquitous micro blogging platform, we've been developing a new white paper looking at what’s working and some of the horror stories associated to this channel, and considers how brands should be approaching social media.
Having recently passed it's fifth birthday Twitter has come a long way since co-founder Jack Dorsey made the first ever tweet. Twitter has changed the shape of the internet and has become a household name after being adopted by high profile celebrities, politicians and sports stars. Along with soaring user numbers, brands have not been shy either at adopting this new technology.
For many brand managers out there, Twitter has become somewhat of a headache, something that five years ago would not have been anything to even consider. Five years ago, good POS materials, a microsite and a bit of above the line and bob's your uncle, the campaign is out of the door.
Nowadays, managing your Twitter presence means monitoring what people are saying about you, dealing with feedback, customer complaints and queries. Users frequently take their day to day frustrations out online, and don't think twice about sharing negative experiences. Five years ago they would only tell a handful of people. In that context however, Twitter should not be seen as the nemesis of forward facing brands.
Instead, a cleverly managed Twitter feed can reverse any negative feedback and provides the opportunity to respond publicly and positively, something a number of brands have significantly benefited from.
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