TWITTER has for a while been recognised as an effective tool for online brand marketing and, with recent advances such as the new Vine app and the trend towards dual-screening, brands need to take serious note.
Dual screening is definitely back on the agenda in online marketing. Brands are taking advantage by tweeting before, during, or after TV shows to maximise engagement with their audience.
Twitter’s new sharing app, Vine, also offers exciting new ways to experiment with social media marketing strategies. Brands are now able to upload short video clips to share on their own feed or with other social networks.
UK brands such as Tate, Betfair and Topshop have already experimented with Vine. The major advantage is that there are no limitations on editing and post-production because the film is shot inside the app.
This, however, has led to misuse of the app, with many users uploading more explicit content.
Without the appropriate control and marketing strategy, new Twitter innovations could possibly have a negative or even embarrassing impact on consumers.
The recent scandal with HMV, which involved employees hijacking the official Twitter account to post about job cuts, demonstrates the influence the channel can have on brand reputation.
Used in the most effective way, with suitable control and expert strategy, Twitter could help to shape the future of online marketing for savvy brands. They should take advantage of the new opportunities it offers, but are also advised to move with caution to reap the rewards.
“Look before you leap” remains good advice, even today!
INTERNET entrepreneur Ben Hatton is founder and managing director of digital agency Rippleffect. Follow Rippleffect on Twitter @rippleffected
