Can Twitter backfire on brands?
Published: Jun 18, 2009
TWITTER SOCIAL NETWORKING ONLINE ADVERTISING
- Media professor warns brands about Twitter
- Social media is not controlled
- Goes against rules of marketing
Singapore - Twitter can easily backfire on brands, according to the University of Adelaide's head of media Dr Mary Griffiths, and the social network platform is a contradiction to the basic principles of marketing.
Griffiths, whose major research fields are e-democracy and digital citizens, online and offline governance, digital humanities and creative arts, was speaking this week at the University of Adelaide - Singapore Ngee Ann-Adelaide Education Centre.
Asked about what advice she would give brands that are looking at using Twitter to engage an audience and convey their message, Griffiths said they must be fully aware of the potential dangers.
"I honestly think that might backfire. I think it's being used more in terms of political action and activism, as well as the intimacy thing where people just keep updating," she said.
"In Twitter, because it's so random, you never really know who you're reaching or who your followers are. I think it could really backfire because the thing about marketing, it's got to be controlled. There's a big contradiction between that and Twitter."
The free social networking and micro-blogging service has grown exponentially since its creation in 2006. While the company does not release the number of active accounts, a number of sources have estimated that there are currently four to five million Twitter users worldwide.
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Control in marketing 1.0 is 'perceived' control. What marketers used to do is 'push their messages across' via intrusive marketing channels. With internet, consumers can voice their opinions on brands and products. That's marketing 2.0 to me. It is about listening to consumers, telling them you are listening, co-creating brands/products and forging a relationship that eventually results in a sale.
The improper use of any marketing tools will result in a backlash, not just social media. The key is to understand the strengths of different media and leverage on that strength. Brushing twitter off because you couldn't 'control' it is a lop-sided statement.
Just my humble opinion.
Social media was never developed for marketers to rape, and neither was basic 'command-and-control' marketing principles developed to exploit social media.
What's important is to look at Twitter as a customer conversation/listening opportunity and alternative contact centre in a neutral environment. Then fine-tune from there, since social media works differently for different clients.