So, what’s all the buzz about this social network platform which limits posts to 140-characters? Surely, with other options such as Facebook and Google+, the thought of having to conjure such concise posts may seem a hassle, or unnecessary? It would appear this isn’t the case at all, as Twitter has been hailed ‘a brilliant tool for communicating with consumers’ (Moth, 2013). With approximately 58 million tweets are sent per day, Twitter can be accessed through a website interface or a mobile app, in addition to tweets being sent and received via SMS. When looking at digital marketing strategies, it is important to note that the tools for communicating with customers have changed rather significantly with the emergence of the phenomenon known as social media, sometimes referred to as consumer-generated-media (Mangold & Faulds, 2009).
Before we look at how your business can benefit from the use of Twitter, let’s have a look at some brands maximising their social opportunity in interesting and innovative ways.