Rich Clark Marketing

Opinions from Rich Clark one of the UK's leading Marketing Professionals


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I can’t hear for all the Tweeting

Twitter.  Tweeting. Twits.  Whatever vernacular you use, there is know denying Twitter is gaining prominence as a media channel.

Fuelled largely by the growing exposure given to the site from celebrities such as Stephen Fry, Jonathan Ross, Philip Schofield and Chris Moyles.  Are you on Twitter?  What can you use it for?  What can you fit into 140 characters?

Whilst there is no doubt it is an easy to drop in and out of tool allowing you to communicate with friends are contacts, is it a really useful tool?  I have tried to keep my Twitter account  basic.  I don’t really want to add Tweet Decks, Twit Pics etc.  For me, that is the domain of Facebook.  I want to keep Twitter nice and simple.  Nice and tidy.  No doubt I am missing out and will probably take the plunge.

Does Twitter offer anything as a commercial medium?

In essence it can. It offers a free communication medium to enable brands to talk directly with target customers and prospects.  If a brand undertakes the correct strategy, it also enters into the realms of Vendor Relationship Management (VRM) – where users can choose which brands they like and endorse and share with friends.

However, if Twitter decides to charge (as has been mooted) is the channel strong enough to survive as a medium?  It will depend on how the charges are made and will the basics remain FOC?

My personal opinion is, although you can share latest offers, new releases, codes and discounts etc – you shouldn’t measure it on sales.  It should be measured on impact and shift in brand perception and opinion.

If anybody has any real success stories on Twitter or other Social Media, it would be great to hear from you.

Follow me on Twitter – Richard Clark

See what Dixons are doing on Twitter – DixonsOnline