Despite the belief that brands use Twitter only as a channel to support customer service and PR activities, some brands are actually making money using Twitter.
After Dell reveling last year that they have generated a total of $6.5 million in revenue from their Twitter presence, now Sony announced that they made over £1m in sales through Twitter.
It’s good to observe this examples and what’s the strategy that companies are adopting for Twitter. Unfortunately, many companies don’t actually have a strategy. They have a Twitter or Facebook account because someone thought it was nice to have a presence on social media sites or they just felt the pressure to get involved and hoped something would come from it.
But this lack of strategy can be very dangerous as the channel is open and the impact can be extremely negative if the company doesn’t have a structure to respond to customers that contact them through Twitter, for example. We have seen recently cases of customer complaints that became public because of social media, damaging companies’ reputations and costing them a lot of money.
I believe that if the company is not willing to have a team dedicated to social media and take it seriously, it’s better to be out of it.
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The challenge with not being "in it" is people will talk about you anyway. Search http://getsatisfaction.com/ for any company you deal with, for example.
ReplyDeleteHi Prof. Howard,Thanks for your comment. I agree with your point although I believe that if the company has a page on Twitter or Facebook people will definitely expect much more a quick response for any problem that they have with the company and if they are not ready to react fast, that could result in a even more negative impact on the brand. The company can continue to monitor and listen to the customers online even without having a Twitter account with the brand name.
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