03 Apr

Using Twitter to Build Brand Equity

Plug Dorsey, co-founder and chief of Twitter, Inc., declared that the definition of Twits was “a short break open of inconsequential information, inch and “chirps from chickens, ” which was just what Twitter was. But rather than just chirping, the micro-blogging social network service has become one of the biggest buzzes in 2009, capturing many media statements and stirring up interactions worldwide. The twitter account

Apart from Forums, the economy is also a main topic this year. While companies find their customers are spending much less money during the monetary downturn, they turn to Twitter to help build their brands, promote their products or services, and keep in touch with both devoted and potential customers. 

And so how do companies use Twitter to generate their brands? To answer that, let us first learn some facts about Twitter.

Myspace, founded in 2006, is a free social network and micro-blogging service that permits its users to deliver and read communications known as “tweets”. Twitter updates are text-based posts of up to 140 heroes displayed on the author’s profile page and sent to the author’s subscribers, known as “followers”. The three-year-old Twitter, whose popularity remains proliferating as we speak, is already another most popular social networking site in the world lurking behind Facebook.

Twitter is different from other social marketing services because users do not need to send requests and get approved before they can follow others. A basic click is enough for a Twitterer to follow or unfollow any other Twitter users, who may be a celebrity, a politician, a company or a person. Not really only can users send private Direct Messages (DM) to a follower, they can also send open public replies to whomever they desire in the Twitter-verse. Mainly because Twitter is text-based in nature, users must post pictures or videos through URL links, which permits Twitter’s interface to stay guaranteed clean. Even though Twitter would not and will not put any advertising campaign on its website, it is still a free service, which means businesses do not need to pay a dime to promote themselves and speak with tens of thousands of customers.

Labbrand feels that brand equity includes brand strength and brand stature. While brand power is determined by brand differentiation and brand significance, brand stature is established by brand esteem and brand knowledge. Twitter can help your brand build up these four pillars of brand equity through different dimensions of interaction between a brand and it is stakeholders. We will treat four examples to demonstrate the point. Even though the brands cited in the remaining of this article may meet all criteria, we will only use one brand example to focus on each measure.

Differentiation under the Communication and Design and style Dimension

Businesses strive to make their brands unique. Differentiation is strongly associated with a brand’s communication and design. Given the proximity that Twitter provides, twittering is undoubtedly a highly unique method for companies to communicate with customers. However, this advantage may well not last for long scheduled to Twitter’s fast development, because when the bulk of brands have their own Twitter pages the fact that a brand has a Twitter web page won’t be unique. In least for now, however, Twits can lead to brand difference. JetBlue Airways, an American low-cost airline, has differentiated its brand through Twits communication. Since complications with plane tickets can cause a whole lot of headaches, JetBlue provides a service where customers can complain about trip problems directly to aircarrier staff via Twitter. This is no wonder JetBlue has already attracted more than 1. 1 , 000, 000 followers since the start of its Twitter site in the spring of 2007. Today its consideration is often cited as an example of smart corporate twittering. Using Tweets to create an successful customer service communication program will contribute to JetBlue’s differentiation and overall brand equity.

Relevance under the marketplace and Consumers Dimension

Company relevance is a way of measuring appropriateness and relates to a brand’s appeal. Relevance both runs and reflects consumer choice. Relevance basically answers the question of why consumers choose to buy a certain product. It can be called the cornerstone of a brand. For companies new and old, including small businesses, how to make their brand relevant is often difficult in a highly competitive market with diverse and requiring consumer groups. Yet, Tweets can give a brand the opportunity to build relevance and even loyalty among modern-day consumers.

Teusner Wines, a boutique winery in Australia’s Barossa Valley, has only three employees, but their Twitter account (@Teusnerwine) has practically 6, 000 supporters. Dave Brookes, Teusner Wines’ one-man prospective department, feels that using Twitter is more about building associations with existing and potential customers than selling products. Brookes sends friendly text messages to prospects who are communicating about Teusner Wines on Twitter. After keeping informal, relaxed exchanges with enthusiasts and avoiding product offers, Brooke saw more people coming to the vineyard for tours and an increase in traffic to its website. Even though shipping restrictions prevent Teusner Wines from selling straight to individuals outside Sydney, a number of men and women from United States and Canada have asked where they will find Teusner Wines at stores and restaurants around them, demonstrating that these potential consumers find the brand highly relevant. Furthermore, Twitter users might like a brand and contemplate it relevant simply because it uses Twitter.

Leave a Reply

Your email address will not be published. Required fields are marked *