It's been called a passing geek fad and a waste of time, but the reality is that big brands have jumped on the Twitter bandwagon, such as Dunkin' Donuts and Ford. Advertisers are beginning to experiment with Twitter as a tool for customer service, brand building or corporate communication.
According to a study by HubSpot, an average of 5,000 Twitter accounts are opened every day, although 35% of them only have ten followers or less. Despite this, brands such as Dell and Home Depot also joined the microblogging movement in 2008.
Scout Monty, Ford's global director bc data thailand of digital and multimedia communications, is one of those who believes in Twitter as a communication tool. "What I wanted was to have a more personal communication with customers, and Twitter gives you that possibility, more than Facebook or MySpace," Monty explains in ClickZ , and he believes that this type of communication "humanizes the brand."
Ford currently has six Twitter accounts, and its staff has been trained to manage them. “If it weren’t for the crisis, all we would be training our people for would be shows,” says Monty, but in times like these, the digital approach is the most profitable.
"It's rewarding to be able to connect with consumers in real time," says a Dunkin' Donuts spokesperson. "We went on Twitter with no expectation other than to start a conversation with customers and see what happens." Today, they have 3,000 followers.
Comcast's experience has also been positive. Its Twitter account is integrated into its customer service strategy, with customers being communicated with via this tool, as well as blogs and forums. Frank Eliason, Comcast's digital manager, believes that using Twitter as a customer service tool also results in an improvement in brand image.
Many people are already using Twitter as part of a broader social media strategy. For some, it's not just a marketing tool, it's about building relationships, being real and transparent. What everyone agrees on is that there is a growing need to connect with consumers on a more personal level.