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Business - Written by on Friday, March 13, 2009 10:35 - 4 Comments

Denis Hancock
A potential framework for how different brands are using Twitter

For the last little while I’ve been looking at how different brands are using Twitter, in an attempt to come up with a framework for the various approaches being taken. Below is but one of the  two by two matrices that I’ve come up that I think is kind of useful. You can find a more complete discussion of it here, but the general idea is that some accounts are brand-centric, while others are individual centric (the X axis). Some accounts are broadcast-centric and some are conversation-centric (the Y axis). Mash the two together, and you start getting a picture of different approaches that are being taken. I’ve looked at about 40 companies so far for this (a sampling of which are included below)… thoughts?



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Chris Herbert
Mar 15, 2009 8:04

This is a very good and simple way to classify the uses of Twitter in a professional context. I love it!

Natasha Nelson
Mar 15, 2009 11:52

Very interesting article, and so relevant as many corporations are thinking about their strategies for entering Twitter and other Social networking spaces, and best ways of being present there.

Personally, I tend to compare new technological inventions to activities of people in pre-internet age. For example, e-mail replaces regular mail, on-line news replaces newspapers, and so on. When virtual replaces physical, a couple of things tend to happen. First, it doesn’t replace it completely, but does take away a big chunk. Second, it takes traditional concept to a much higher level, makes it a lot faster, more pervasive and allows use by people to a much greater degree.

With web 2.0, I compare places such as Facebook to a public square, where a lot of people come to willingly, some dressed up, some dressed down. A lot of people make appointments to meet their friends there. Some meet new people and make new friends. There are a lots of forums, public speeches, presentations, poetry reading, protests, and so on.

Corporations frequently use such public places in various ways. For example, many just place prominently seen advertising. Others have “walking” or “driving” advertising. Many go out there to introduce a new product, by letting people see it, feel it, test it, try it. Others, hand out flyers, or send people to do random surveys and so on.

Extending a “public square” concept to a digital world, this is how I think many corporations could behave in a web 2.0 spaces such as Facebook and many others. Looking at Social networking sites this way should help corporations come up with strategies that are most suitable for them.

However, I have been trying to find the best analogy to Twitter in a real world… Does it exist, or is it purely a virtual phenomenon? Finding an analogy might help make possible strategies a bit easier…

betsy kent
Jun 6, 2009 10:18

I like the way you think!

Marcas mais citadas no Twitter e as diferentes abordagem do canal | Plataforma Interativa
Jun 22, 2009 17:28

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