The article I read said that Twitter is used to meet four major functions within the marketing side of a business. The first major function met is "Inbounding Signals." This function is meet because customers are tweeting about what they are thinking and saying about a brand. By looking at consumers tweets businesses are able to more accurately learn what their customers' value. The second function twitter meets is "Direct Communication." This is businesses communicating with their customers, promoting products, promoting sweepstakes, or just interacting with what the consumers are saying about the company and the products. Third function being met by Twitter for companies is "Indirect Communication." This function is using Twitter to enhance a company's reputation, this is done by having clever and interesting tweets. The fourth and final function is "Internal Communication." This function is allowing employees to communicate via Twitter, informing their coworkers on what they are working on and any ideas they come up with.
"Every time a brand uses Twitter, an opportunity is created for customers to discover or learn more about a brand."
Original Site:
http://marketresearch.about.com/od/market.research.brand.equity/a/Effective-Use-Of-Twitter-In-Market-Research.htm
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