Thursday, January 31, 2013
Can Twitter Work for Your Brand? Absolutely, but ...
A recent article from
The Wall Street Journal (January 31, 2013) carried the headline “Small Firms Say LinkedIn
Works, Twitter Doesn't “. The writers, Emily Maltby and Shira Ovide, focused on a survey that their
firm had conducted with Vistage International in which just 3% of the 835 small business owners respondents said “Twitter
had the most potential to help their companies”.
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the article gave somewhat more favorable reviews regarding the performance and promise of Facebook, LinkedIn and Pinterest,
the story for social media in general was far from glowing. All this left us wondering about the expectations and the objectives
that were held by the small business owners.Research from Nielsen tells us that people trust
personal friends, social media friends, and online reviews sites more than any form of advertising or corporate website.
The key to making Twitter, Facebook or any social media perform effectively is therefore not in what brands write,
but rather in what any number of that potential customer’s tell personal contacts through social media (naming
brands, providing visibility, mentioning experiences, giving reviews, perpetuating an image, etc.) But much of “word
of mouth”, at a volume that will be noticed, won’t just happen on its own. At Customer Experience
Partners we have a process that arms customers and prepares them to write and speak more frequently and more
positively about the brands to which they are loyal.
We believe that Twitter and all social
media channels have tremendous potential for small and large businesses alike, but we believe that many marketers are
not succeeding because they are off-base in their fundamental strategic direction. We believe that social media
can impact image, awareness, consideration, and perhaps even purchase intention. But we believe the greatest
power of social media lies with consumers, not the brands.
Saturday, January 5, 2013
And You Thought He Just Played Basketball
As you continually question your social media strategy be aware that a new heavyweight competitor for readers’
time has ventured into the fray. As of 9:13 a.m. PST on January 4, 2013, none other than NBA All-Star Kobe
Bryant unveiled his new Twitter handle #mambatweets. Though he observed "I don't know if I have the time available to really give the
fans the attention that they deserve," within the first six hours he had already gained 190,000 followers (adding to
the 15 million fans he already has on Facebook). Within little more than a day Kobe had 460,000+ followers.
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You probably can’t compete with Kobe, The Pope, President Obama, or the entertainers that command
so much of the Twitter attention. You may not feel you have a whole lot to say, but you can surely learn
a lot. Unlike some marketers Kobe clearly understands that it’s his fans (referred to as customers
by most of us) that buy those jerseys and tickets that have made him a very wealthy man.
Speaking about Twitter Kobe stated, “You're
able to get a lot of great feedback about the game but also about the product as well -- what they (fans) thought, what they
like, what they didn't like”. Giving Kobe the last word, "It's the best way to gauge (customer)