Interactive of reactive? Marketing with Twitter - 15 views

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  #2 Velia Torres on 06 Apr 12

   

  This paper aims to analyse the effectiveness of Twitter usage across six different organisations, holding twelve different Twitter accounts. Despite the high amount of organisations using Twitter there is little known about the return on investment, application strategies and the impact on organisantions' brand. This is why I found this paper interesting, there is little research on this topic and the explosion of Twitter in recent years has given companies little choice about employing Twitter in their marketing communications plan.
  
  It is interesting to see the two different categorisations of interactivity in this paper 'interpersonal interactivity' and 'machine interactivity'. The analysis that Twitter offers both creates a clearer understanding of how organisations can utilise Twitter to channel different forms of customer interactions. This to me is very valuable knowledge because one can then encourage users to interact in different ways depending on desired outcomes. Also Twitter's dual communication capacity of one-to-one and one-to-many is key, by understanding this organisations can use their account or multiple accounts to meet different communications needs such as brand awareness, listening or service recovery.
  
  The findings show that there are different strategies and sometimes a lack of one within organisations. The six different organisations studied had very varying approaches and success across their two geographical bases of Australia and the US. More importantly the results show that the lack of consistency across different company accounts demonstrates a struggle with Twitter and that organisations are yet not sure of the best strategy. An example taken from this paper is Microsoft USA and Microsoft Australia, which had a big difference in followers and application of Twitter.
  
  I would be interested in looking at future studies on this topic as it relates to understanding how and when platforms should be used. The way that people use Twitter seems to be a 'the more the merrier' approach.

   

  <div class="cArrow"> </div><div class="cContentInner">This paper aims to analyse the effectiveness of Twitter usage across six different organisations, holding twelve different Twitter accounts. Despite the high amount of organisations using Twitter there is little known about the return on investment, application strategies and the impact on organisantions' brand. This is why I found this paper interesting, there is little research on this topic and the explosion of Twitter in recent years has given companies little choice about employing Twitter in their marketing communications plan. <br /> <br /> It is interesting to see the two different categorisations of interactivity in this paper 'interpersonal interactivity' and 'machine interactivity'. The analysis that Twitter offers both creates a clearer understanding of how organisations can utilise Twitter to channel different forms of customer interactions. This to me is very valuable knowledge because one can then encourage users to interact in different ways depending on desired outcomes. Also Twitter's dual communication capacity of one-to-one and one-to-many is key, by understanding this organisations can use their account or multiple accounts to meet different communications needs such as brand awareness, listening or service recovery. <br /> <br /> The findings show that there are different strategies and sometimes a lack of one within organisations. The six different organisations studied had very varying approaches and success across their two geographical bases of Australia and the US. More importantly the results show that the lack of consistency across different company accounts demonstrates a struggle with Twitter and that organisations are yet not sure of the best strategy. An example taken from this paper is Microsoft USA and Microsoft Australia, which had a big difference in followers and application of Twitter. <br /> <br /> I would be interested in looking at future studies on this topic as it relates to understanding how and when platforms should be used. The way that people use Twitter seems to be a 'the more the merrier' approach.</div>

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