Jack Dorsey put the egg in 2006 in San Francisco California and in May 2007 Twitter hatched for today one of the most powerful social networking: increased 1.392% in one year (from February 2008 to February 2009) and has about 7 million unique users, according to Nielsen .
Audacity Communication: What should you consider a company to communicate on Twitter? (do's and don'ts)
Rafael Jiménez: be in Twitter as well as being in a physical, means being: not only register and abandon the use. You have to spend time reading what people who follow us are saying. Not just about the brand or the category, but about everything that interests them. This can be a source of invaluable insights the mark.
should be involved in the talks, and as in a conversation in person, the intervention should be pertinent, relevant, with the right tone, and most importantly, bring something to the conversation. We must respond promptly to questions or comments directly involving the brand, both positive and negative, always with an attitude of service, guidance, and not selling.
have to encourage conversation, too: things that are interesting tweet, they serve those who follow you, to give to talk about. And there is definitely something to do in Twitter is advertising - or at least have to keep the minimum. Tweeting things like "New ProductoX, ideal for people like you!" Will only discourage people from following the mark. This, of course, does not mean you should not do marketing on Twitter: just everything mentioned before has a role in marketing, brand building. But it is not an advertisement. It is important to make this distinction.
also believe that to be on Twitter needs something essential: authenticity.
is an important role, because ultimately he is doing is speaking on behalf of the brand, the company, so it's not something that a scholar, for example, can solve well. This trabajo puede ser de tiempo completo, sobre todo si consideramos el universo social de internet más allá de Twitter mismo.
AC: ¿Cómo podemos medir el impacto de la comunicación que hace la empresa a través de twitter?
RJ: Esto depende de cuáles son los objetivos que la marca o empresa tiene al estar en Twitter. Si, por ejemplo, su objetivo es ser un canal de servicio a clientes, la medición del impacto tendría que ver con cuántos casos se atendieron por este canal y cuál fue el impacto económico de esto, y compararlo en términos de costo con los other channels that serve customers. If the goal is to generate insights, there should be a goal set in this regard, and also to compare the effort on Twitter to get from that is made through other methods. If the goal is to generate awareness of the brand, you can do a study where they compare the brand awareness among the people on Twitter versus not. Without doubt, can a brand have more than one goal to be on Twitter, but must first be clear about, and then establish the metrics and procedures to measure how close or how far it is to achieve them.
AC: How can we get more followers?
RJ: I think the best and most solid way to get more fans is winning them, to force to bring something to the conversation, do things as I mentioned in the answer two. The simplest method is to start to follow and expect everyone to follow you by reciprocity, but it works only in the short term, and only half. There are interesting activities like @ eamexico does that through incentives like giving away games, encourages its followers to help you get more followers. This seems an intelligent effort, although I think that having something interesting that is more powerful and more durable than the management of incentives.
Rafael Jiménez, Substance
Substance Follow on Twitter @ substance_st !
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