Twitter users now send more than 140 million Tweets a day. With more than 20% of the tweets being related to products and/or brands, this means that every day 28 million tweets potentially concern your brand or company. The microblogging sphere has undeniably become a worthwhile place for listening to customers and potentially influencing perceptions, attitudes and behaviors by engaging into their conversations.

The relevant question has therefore moved from if marketers should get involved to how they should deal with it. Not only Twitter, but social media in general poses novel challenges to brand building and management. Basically it comes down to the fact that control is handed over to consumers. Read More »