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Twitter by the numbers
The Nielsen Co.
"If you're going to engage in this space, you can't simply ignore the bad," he said.
- Twitter is just one online communication tool; wise brands choose those that fit their purpose.
- Online communication is a trend that will evolve into other forms, not fade away. Familiarize yourself with tools like Twitter tobe ready for the next development.
- The best online customer-brand interaction exists in some type of community, like a Twitter following. Manage that community just as you do other communication.
- Just because Twitter is a free application, don't approach appearing on the site without doing your homework.
- To see the ROI, you must have a purpose, such as increasing online buzz or drawing in-store traffic.
- Develop a value proposition that ensures the communication is good for the brand while also interesting its customers. Most importantly, maintain a balance between your purpose and value proposition
- To stand out from the chatter, the communication needs to have contextual relevance as well as a call to action.
- Tweets must engage the consumer without being too much about the brand or allow the consumer to move the conversation completely away from the brand.
- Brands need to "put up guardrails" as well as prepare for negative messaging and provide a channel to address those concerns.
Read QSRweb's tweets @QSRweb.