The business of selling donuts may never be the same after Dunkin’ Donuts recently launched itself on Twitter.
“Twitter is an opportunity for Dunkin’ Donuts to engage directly, in real time, with people of all ages who are fans of our brand, or even just rely on a cup of coffee to keep themselves running,” said David Tryder, DD’s manager of interactive marketing. “We saw a fast-growing social media outlet where users were excited to have their favorite brands present.”
Not to taking anything away from businesses experimenting with social media but you have to wonder whether Twitter is a good marketing and communications vehicle for them. There’s no doubt it’s better to be part of the social media conversation as opposed to be on the outside looking in.
The key is making sure you’re actually providing insight and information that people want as opposed to simply going through the motion.
A quick look at Dunkin Donuts’ Twitter stream features a real voice – at least it comes across as a real person – and there are some interesting links to videos and Web pages. If anything, it’s a good start.
I would suggest Twitter probably works better for consumer-facing companies that want to talk to customers in a variety of ways. The key is making sure companies use it effectively to provide valuable information and react to any developments that arise as opposed to using it as a way to push marketing messages and ads.
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Is Twitter a Good Corporate Tool?
The business of selling donuts may never be the same after Dunkin’ Donuts recently launched itself on Twitter.
Not to taking anything away from businesses experimenting with social media but you have to wonder whether Twitter is a good marketing and communications vehicle for them. There’s no doubt it’s better to be part of the social media conversation as opposed to be on the outside looking in.
The key is making sure you’re actually providing insight and information that people want as opposed to simply going through the motion.
A quick look at Dunkin Donuts’ Twitter stream features a real voice – at least it comes across as a real person – and there are some interesting links to videos and Web pages. If anything, it’s a good start.
I would suggest Twitter probably works better for consumer-facing companies that want to talk to customers in a variety of ways. The key is making sure companies use it effectively to provide valuable information and react to any developments that arise as opposed to using it as a way to push marketing messages and ads.
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