by: Finella Kristle Panlilio
Friday, September 19, 2014 |
There’s something different about the way companies are tweeting these days. There seems to be a marketing trend used by brands and the change is too large to go unnoticed. Brand communications on Twitter are improving.
Here’s a quick recap of the way brands have embraced and used Twitter in recent years:
And now, it seems like the transformation of brands from skeptics to Twitter enthusiasts intent on making an impact is finally complete.
This doesn’t mean that brands don’t still make blunders, though - both with regard to the content of their posts and how they respond to consumers. But, look closely and you’ll also find an abundance of high quality content, savvy strategies, and engaging ads that show brands are attaining a maximum level of competence.
There are brands that entice their followers by having adopted the popular weekly custom and posting archived photos with the hashtag #tbt (or #throwbackthursday).
For cable and satellite television channels like AMC, filling their feed with videos and images works - their timely and high-impact posts highlight the best of their programming content. AMC’s Promoted Tweets are also powerful and memorable examples of visual marketing. Then there are motor companies like Hyundai, which has not only mastered the art of the hashtag, but has built an entire campaign around it, too. By bringing their custom hashtag to Twitter, they managed to inspire countless fan tweets around the campaign.
Brands that have found their social media marketing niche have helped redefine the way Twitter is approached. While Twitter is viewed as a customer service tool, it’s also used to broadcast company news, a channel for digital creativity, and many brands are making it their home.
Here’s how you can do the same: