Letters: 2 August 2012

Twitter is just too noisy for Olympic brand campaigns

London 2012 Opening Ceremony
London 2012 Opening Ceremony

Your claim that sponsors are falling short of the gold standard in the first social media Olympics (MWlinks/co.uk/ someolympics) fails to mention that Twitter’s nature of short messaging is not necessarily conducive to bespoke brand campaigns.

Much of what happens on Twitter could simply be described as noise, with there being little connection between the millions of status updates posted in a given day.

Relative to that “noise”, brand activity is always going to be fairly small. Analysis by MediaCom supports Twitter’s own finding that sport is one of the biggest unifying subjects on the platform, particularly occasions when huge live audiences are engaged in that sporting event.

Volume of activity is not the critical factor. This crucial addition of sentiment analysis gives a more accurate reflection of relative success, consumer engagement with a brand and helps reflect performance over a much longer period of time, pre- and post-Games.

It provides a snapshot of public opinion, but in isolation it is not the only benchmark. Having said that, it should be remembered that Twitter can provide invaluable real-time consumer feedback.

Rory Maxwell

Associate director

MediaCom Sport

Ethical and transparent use of public data is a priority

While there are huge public and commercial benefits from using data, there is a risk to public confidence if this data is not managed ethically and transparently (MWlinks.co.uk/ datatrust). There is also a risk to businesses if standards of quality and reliability are not raised.

With access to so much information, there are increasing risks that an individual’s personal data may be used for purposes the individual did not intend and often large organisations may not even realise they are doing so. If we want to continue to use personal data we cannot afford to erode personal trust.

Businesses need to provide clearer explanations of why they want personal data, what it will be used for and, critically, what steps they are taking to ensure that they are acquiring and using data in a responsible way.

This highlights the need for a new set of standards for UK businesses using public data.

Using data ethically is the only way forward – morally and legally.

Jane Frost CBE, CEO

The Market Research Society

Use in-store digital content to create a buzz

Whether it be in the fitting rooms or on the shopfloor, a shopping experience needs to evolve and develop its reputation, enticing customers to sign up to loyalty programmes designed to match and help organise their lifestyle choices (MWlinks.co.uk/ techretail).

The example of Starhub chipping clothing with RFID tags is innovative, but on the whole digital content in-store is often overlooked. To increase loyalty, the experience should reflect customers’ lifestyles and include messages and offers only available in-store.

Trust is key, and the aim is to develop a communication strategy that connects to the customers whereby they carry your brand and message via mobile in their pocket.

Advocacy is paramount. Developing a club culture, point of difference and pushing the boundaries creates a buzz and essentially a loyal audience.

Bruno Brookes

CEO, Immedia Group

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