Using Twitter to Build Brand Equity

Jack Dorsey, Twitter co-founder and president, Inc., said that the definition of Twitter is "a short burst of inconsequential information," and "chirps of birds," one that was exactly what Twitter is. But instead of just twittering, micro-blogging social network service has become one of the biggest buzzes in 2009, capturing countless titles and media stirring up conversations all over the world.

Besides Twitter, the economy is also a major theme of this year. While companies find their customers are spending much less money during the economic crisis, they turned to Twitter to build your brand, promote your products or services, and keep in touch with both loyal and potential customers.

So how can companies use Twitter to build their brands? To answer this, let us first learn some facts about Twitter.

Twitter, founded in 2006, is a free social networking and micro-blogging service that allows its users to send and read messages known as "tweets." Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers, known as "followers." Three-year-old Twitter, whose popularity is still breeding as we speak, is already the third most popular social networking site in world, behind Facebook and MySpace.

Twitter is different from other social networking services, because users do not need to send requests and get approved before they can follow enough to click druge.Jednostavnim Twitterer to follow or unfollow other Twitter users, who can be a celebrity, politician, or a company individual. Not only that users can send private messages (DM Direct) on the followers, they can also send replies to the public who want Twitter in verse. Since Twitter is a text-based in nature, users need to publish pictures or videos via URL links, which allows the Twitter interface to remain simple and clean. While Twitter does not and will not put any ad on its Web site, it's still free, which means that companies need not pay a dime to promote and communicate with tens of millions of potential customers.

Labbrand believed to include brand equity and brand strength and brand stature. While brand strength determines the brand differentiation and brand relevance, brand stature is determined completely respect and brand knowledge. Twitter can help build the brand of the four pillars of the brand through various dimensions of interaction between the brand and its stakeholders. We will solve four examples to illustrate the point. While the rest of the brands mentioned in this article may meet all four criteria, we will use just one example of a brand mark each measure.

Differentiation of the communication and design dimensions of the

Companies tend to their brand unique. Differentiation was strongly associated with brand communication and design. Given the closeness that Twitter provides, twittering is undoubtedly a very unique way for companies to communicate with customers. However, this advantage may not last long because of Twitter's rapid growth, as when most brands have their own Twitter page fact that the brand has a Twitter page will no longer be unique. At least for now, but Twitter can contribute to brand differentiation. JetBlue Airways, American low-cost airline, is to distinguish your brand through Twitter communication. Since the problem with flying can cause a lot of headaches, JetBlue has set up a service where customers can complain directly to the problems of flight aviation staff through Twitter. No wonder JetBlue has already attracted more than 1.1 million followers of his Twitter page, starting in the spring of 2007. Today, his account is often cited as an example of smart corporate twittering. Using Twitter to create an effective customer service and communication platform will contribute to the differentiation of JetBlue and overall brand equity.

The importance of the market and consumers Dimensions

Mark is a measure of the relevance and appropriateness refers to the brand appeal. The relevance of both drives and reflects consumer choice. Relevance basically answers the question of why consumers choose to buy a certain product. It might be called the cornerstone of the brand. For companies new and old, including small businesses, to make their brand relevant is often difficult in the highly competitive market, with different and demanding group of consumers. However, Twitter can give you the opportunity to build brand relevance, and even loyalty among today's consumers.

Teusner boutique wines, a winery in the Barossa Valley, Australia, has only three employees, but the Twitter account (@ Teusnerwine) has about 6,000 followers. Dave Brookes, Teusner Wines' one-man sales and marketing department, believes that using Twitter is more about building relationships with existing and potential clients in the sale. Brookes sends a friendly message to those who speak about wine Teusner on Twitter. After keeping a casual, relaxed exchange with followers and avoid product promotions, Brooke has seen more people coming to the wineries for tours and increase traffic to your website. Although shipping restrictions prevent Teusner Wines from the sale directly to individuals outside Australia, the number of people from the United States and Canada are wondering where I can find Teusner wines in stores and restaurants near them, showing that potential customers can find the brand is very relevant. In addition, users can Twitter as a brand and consider it relevant simply because they used Twitter.