Right For My Brand?
Brands are trying to
find the right mix of traditional and new ways to reach their
customers – and with smaller budgets than they had as recently as
last year. The social media network Twitter has been experiencing
rapid growth, but with largely unknown results or potential results.
I have been asked about the virtues of Twitter by clients, friends,
even people I barely know – is it right for them? The answer is a
We have experienced
solid success with Facebook and now with Twitter for several
clients, including Eight O’Clock Coffee. The 150-year-old brand is
“as fresh as ever” in terms of taste, as its recent winning of
multiple taste tests across the country has proven. It’s also as
relevant as ever, given its great value price point at the
Twitter and Facebook
have been instrumental in keeping that “great taste” messaging
going, increasing awareness and consideration of the proven coffee
brand among younger audiences, and strengthening the relationship
with long-time and newly converted fans.
Before you decide
to jump on the Twitter train, decide how you are going to use
Twitter – and what you are hoping to gain from it. Thinking of
Twitter like a virtual cocktail party can help put you in the
Don’t use Twitter
to constantly hawk your goods or services. Nobody likes the
insurance guy at the party who hands out his cards and follows
up relentlessly to try and sell you something.
something of value, something that reflects who you are and why
you are there. Frequent interesting, informative and valuable
updates are good. Also good: calling out other Twitter users to
help promote their mission.
importantly: don’t be a social network poser. If you don’t actively
use and understand social media, make sure that your brand’s
presence there is created and managed by someone who does. Otherwise
your presence there may do more harm than good.
S3 is a NJ-based
creative agency specializing in advertising, marketing and public
relations. Denise McVey, President of Boonton, NJ-based S3 (a
full-service creative agency specializing in advertising, marketing
and public relations), has been working in the world of marketing
for two decades. In her current role at S3, McVey has spearheaded
breakthrough communications. To arrange an interview with Denise
McVey, president of S3, please contact Audrey Scolny:
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