Many companies are trying to use is Twitter to communicate with customers and promote their brands and products. The authors studied marketing communications between the 47 companies and their followers in about three months. Their study identifies factors that increase the likelihood of "retweeting", so the tweets will be shared with the company recipients'networks, and management activities should be avoided.
Retweeting
desirable because the original tweet reaches more people and because retweet essentially approval from the recipient to his followers. However, as the chirp of companies, mostly marketing function, there are some practices that do not work well. The most important is to avoid blatant pressure sales messages. In addition, neither the use of hashtags, or links investments increased retweeting. And, finally, to announce contests and other promotional methods also increases retweeting.
Authors did not find nine practices, increase retweetability, including your messages short, so there is room for retweeters add your own message. Opening with attention-grabbing headlines is important as simply asking the recipient to send the message on. Humanizing the brand has the highest likelihood of retweeting, increasing the chance of as much as 70%. They also offer the provision of information that people can use and act on, offering a deal that can save people money, and make the report and relevant. And best of all practices where organizations combine several of these techniques to get the most out of their marketing messages.
«Hide
by Arvind Malhotra, Claudia Kubowicz Malhotra, see Alan Source: MIT Sloan Management Review 8 pages. Publication Date: January 1, 2012. Prod. #: SMR406-PDF-ENG
Related Case Solutions & Analyses:
Geron Corporation and the Role of Ethics Advice
Apple Computer (C): The Human Resource Function
Rockwater Insurance
How can We Make This Work? Understanding and Responding to Working Parents of Children with Autism
Shedding Gender Stigmas: Work-Life Balance Equity in the 21st Century
UNDERSTANDING AND LEVERAGING THE COMPETITIVE BATTLE FIELD
Overcoming Political Opposition: CNG Mandates in Delhi A
Microfin
Airbus and Boeing: Superjumbo Decisions
Corruption in Russia: IKEA’s Expansion to the East (D)
