There is a brilliance behind Twitter. It’s an open communication channel. You can read what others are saying about you and then you can react.
People like to talk about brands on Twitter.
If you have a small or mid-sized business with more than a few customers, they are talking about you on Twitter.
Are you there to hear them? Do you have anyone monitoring your brand names? The names of your key employees?
You can use “Twitter Search” to monitor a brand fairly easily, have a look at this short (3 minute video) on the subject.
The subject of the video (Imo’s Pizza) could be using Twitter to better engage their customers.
This is a rabid fan of the business.
As far as I could tell from Imo’s Twitter stream, this kind of fanatical loyalty to Imo’s goes unnoticed by Imo’s. And that is a tragedy. They could be deepening their relationship with these rabid customers and providing them with the means to create buzz for them online via Twitter.
Have a look at the screen shot below which illustrates how a new sandwich chain, Jimmy Johns, handles Twitter. Notice that they are speaking directly with individuals, deepening relationships, creating brand evangelists and handling customer complaints with their Twitter account. I would be willing to bet dollars to donuts that Jimmy John’s is seeing a much better return on their social networking spend.
What do you want to know about how to use Twitter search to monitor a brand? Leave your questions and comments below!
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Russ,
You are touching on some good stuff here! For many companies, Twitter is still an unnatural tactic being forced into the ole marketing mix. As a result, and perhaps how they’ve been instructed – companies are opening up their obligatory Twitter account, uploading a scaled logo image and putting up a few specials or new product launch notices. And reoccurring ever so often to “tweet” something new.
But they are missing out on the most powerful part of being a brand on Twitter! The incoming comments, the buzz, the feedback, the good, the bad and perhaps the ugly.
Like on Facebook, companies must listen to what the Twittersphere is saying about them. It is some of the best and cheapest information a company could receive. And companies should
Be thrilled with the good and receptively ready to fix the bad and the ugly.