Question

Identify the various uses for microblogging and describe ways to build brands with Twitter.

Identify the various uses for microblogging and describe ways to build brands with Twitter.

Homework Answers

Answer #1

In the age of distraction, grabbing customer attention is a premium. Microblogging websites such as Twitter are a powerful broadcast medium. The content reaches out to a large audience and with less content, it grabs customer attention quickly. The various uses of Microblogging websites are:

  • Build brand awareness - Companies can reach out to a larger audience thru Microblogging and build awareness about the brand, its products, and uses.
  • Generate revenue (Sell products) - Some companies use Twitter to promote and sell their products. A link to buy option is shared in the Microblogged content which routes people to the buy page on product's website.
  • Customer support - A lot of companies handle their customer support or complaint thru websites such as Twitter. Users can tweet their complaints tagging the company page and a quick resolution is provided to their problem.
  • Customer feedback - Companies can seek direct customer feedback thru Microblogging websites or administer surveys that reach out to a larger audience. The audience can consist of users and non-users as well which could also reveal why non-users of company products do not consider buying it.
  • Customer alerts - Some companies use microblogging websites to share promotional alerts to trigger buying of the company product. Also, some general alerts related to product safety are issued thru the microblogging websites.

Twitter is a popular microblogging tool which can be used by companies to build a strong brand following the below steps:

  • Build a Twitter account - The first steps involve stamping your presence on Twitter with a brand page with appropriate name and profile picture (logo) which is well recognized by the customers. The brand page must share profile information which could include brand history, achievements, products etc. As a brand, we need to start following a few people and hope some of them follow us back. Generally, we need to profile people with a lot of followers who use our products and follow them.
  • Start Tweeting - The next step is to build content and publish on Twitter in line with the brand objectives. The various objectives could be:
    • Brand awareness - Content that shares information about products, their usage, history of the brand, new product launches etc. Twitter is a powerful tool to reach a large audience all at once. Also, companies build hashtags which if copied by the Twitter user could make the Tweet go viral
    • Promotional alerts - Many brands use Twitter to send out promotional alerts and offers. This information triggers the buying instinct within a lot of Twitter users.
    • Generate Sales - Certain tweets sent out by brands have product information and link on how to buy. Many people on twitter get this information all at once and maybe pushed instinctively to buy the product.
    • Seek customer feedback - Twitter is a good medium to capture solicited and unsolicited feedback. Customer sentiments can be analyzed thru Tweets related to product or experience with the brand. Some customers have a habit of Tweeting after using a new product and their experience. By analyzing such Tweets a brand can get information about what customer liked or disliked. Further, solicited feedback can be captured by trigerring traditional surveys thru Twitter.
  • Presence Customer service thru Twitter - Brands are appreciated if they respond to customer tweets and resolve customer complaints quickly. Twitter is an important place to show your excellent customer service. Once a customer complaint is received thru a customer Tweet, efforts must be made to resolve it quickly and respond back to the customer. Certain complaint tweets can generate bad publicity for the brand and it is important to resolve them before matters get worse or other people start re-tweeting the customer complaint.
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