What we know about marketing on Twitter

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Twitter gives brands the opportunity to enter into a real-time dialogue with engaged users, who are actively seeking information and entertainment. Effective engagement can amplify brand messages and challenge brand perceptions. Social media monitoring of conversations and ‘mentions’ on the platform can generate invaluable customer insights and identify culturally significant themes. Brands can also use the platform as an effective customer service tool. Users want brands to reflect who they are, with an appropriate tone for the subject matter. However, Elon Musk’s takeover of Twitter has raised serious questions about brand safety, which it will be key to understand as...

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