Twitter allowing brands to be more creative and strategic on the platform (‘Twitter gets thumbs up for giving brands page control’, MW 15 December) is certainly a force to be reckoned with, when done right. Brands will be able to show off their personalities and push rich content into circles that are digital-hungry.
However, a brand presence on a popular platform won’t guarantee engagement.
Brands hold their fate in their own hands when it comes to a successful social initiative. Engagement through Twitter must be distinct and be seen in isolation in influencing users. Facebook, for example, demands a whole new set of rules.
What is paramount is how brands target their Twitter audience to further their overall marketing goal, not forgetting to remain true and coherent to their brand idea.