Micro-blogging (eg, Twitter, Jaiku, Plurk, Tumblr) are beginning to become established categories in the total group of social media. However, while they quickly get the interest of both consumers and companies, there is no evidence to explain why anyone should be interested in the application, which is limited to an exchange of short, 140-character text messages. To this end, our paper intends to provide some insight. First, we have shown that the success of the micro-blogging is associated with a certain set of characteristics they possess: the creation of the local population, a unique form of Push-push-pull communication, and the ability to serve as a platform for virtual exhibitionism and voyeurism. We then discuss how applications such as Twitter can generate value for the company in all three stages of the marketing process: before buying (eg, market research), shopping (for example, marketing communications), and after the purchase (eg, customer service). Finally, we present a set of rules to three lakh micro-blogging. Relevance, respect; Return-that companies should consider when relying on this type of application "Hide
by Andreas M. Kaplan, Michael Haenlein Source: Business Horizons 9 pages. Publication Date: March 15, 2011. Prod. #: BH421-PDF-ENG
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