London Technology Public Relations agency | Social Media Strategy | B2B PR | Chameleon PR

There is a phenomenon seen all too often in the agency world, it goes like this. A potential client approaches you, apparently dissatisfied with the proactivity of, and the results delivered by, their current agency. You, of course, listen incredulously to the unfolding story of apparent sloth, nod sagely and sympathetically. You then check out [...]

Twitter is like any other social media touch point; it is a many-to-many engagement channel that is all about ‘pull’ marketing. That means discussion, sharing of valuable content, genuine networking, and gradually building long term relationships with existing and potential customers that are based on trust and reputation. This, understandably, takes time and resources.

Only those brands that realise such different dynamics will thrive in this unique and ever-changing ecosystem where customer engagement happens in real-time, not only between a brand and its audience but mainly among those audiences.

Given their classic ‘Push’ Marketing backgrounds by continuing to operate in a traditional ‘broadcast mode’ or perceiving Twitter as a one-to-many mass media channel, organisations are missing out on opportunities to both gain invaluable customer insight and build stronger social media relationships. It’s clear that brands are still failing to realise the potential of Twitter. Just one 1% of brand mentions by consumers on Twitter represent real dialogue between brands and consumers. That means 99% are pure marketing broadcast monologues which are not taking advantage of the particular opportunities offered by social media.

With a quarter of a billion engaged users worldwide, and growing daily, there is no doubt that Twitter is effective as an instant communication tool, and even influential when it comes to reaching the right audiences for a specific brand. But many brands are still failing to realise the difference between mass-broadcasting messages and the full potential of this real-time communication tool which allows for two-way communication with their target end users.