As companies scramble to catch up with the wave of increasing social media usage among their consumers, many marketers are turning to tweets.
Twitter, named the 2009 word of the year by the Global Language Monitor, is proving to be a new way for companies to flex their experimental marketing muscles. When Twitter first became popular, companies were using it to monitor buzz and strengthen customer service. Now, many companies are using it as a core component in their overall marketing campaigns.
In our social media discussion in class, Professor Kagan spoke about the importance of keeping unfinished content in new media to create a dynamic environment where users can experiment and discover new ways to use the media. Twitter appears to have adopted that philosophy, as it is largely letting its users decide what to use it for and how to use it. It recently opened its free application programming interface, and already companies are using it to create their brand applications.
In class we also referenced Amazon's popularity due in large part to the consumer-reviews function, as consumers are more likely to buy products if they see what other consumers think about the products first. Marketers are finding that Twitter is increasingly being used in a similar way, as people are tweeting about what they like and don't like about various brands.
With its low barriers to entry and open-ended "What's happening?" motto, marketers are finding new ways to listen to and engage with their consumers through Twitter.
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