Twitter with a twist
February 03, 2010 |
Brands are going beyond early Twitter efforts focused on customer service, buzz monitoring and contests, to embrace Twitter in its emerging role as a key part of the Internet infrastructure.
They use it as a default content-syndication channel, pop-culture icon and real-time content source. What's more, Twitter's decision to open its application programming interface (API) has allowed brands to weave Twitter into campaigns, rather than have stand-alone Twitter strategies.
One of the most essential functions Twitter serves is as a real-time source of consumer-to-consumer recommendations. Twitter acknowledged this last November when it changed its prompt from "What are you doing?" to "What's happening?" For brands, this means Twitter has become a key content-sharing option. Some banner ads, for example, now have a "retweet" button.
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