Several organizations are trying to leverage the power of Twitter to connect with customers and market their brands and products. The writers analyzed the promoting communication for around three months between their followers as well as 47 businesses.
Retweeting is desired both as more people are reached by the first tweet and because a retweet is basically an endorsement from receivers to their followers. Since tweeting by businesses is basically a marketing function that said, there are several practices which do not work nicely. The most essential thing to avoid is deliberate hard-sell messages. Moreover, neither raised retweeting. Finally, retweeting also did not increase. Nine practices that increase retweetability, including keeping messages short so there's room for retweeters to add their particular messages were discovered by the writers. Opening with an attention-grabbing headline is essential, as is simply requesting the recipient to pass the message on. Humanizing the brand has the greatest likelihood of causing retweeting, raising the odds by as much as 70%. The writers also suggest supplying advice that people can use and act on; offering a deal that may save people money; and making the message topical and relevant. When organizations combine several of these practices to get the most out of their advertising messages and the top practice of all.
PUBLICATION DATE: January 01, 2012 PRODUCT #: SMR406-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
Related Case Solutions & Analyses:
Brooke Correll and Clos Du Val: Adventures in Napa Valley (C)
How Social-Cause Marketing Affects Consumer Perceptions
Warner-Lambert Ireland: Niconil
Federal Express (A)
Minolta Camera Co. Ltd.
Polaroid-Kodak
Acton-Burnett Inc.
Navigenics
PatientsLikeMe: An Online Community of Patients
Bringing Quick Loans to the Unbankable in Kenya (A)
