 |
 |
.jpg) |
 |
| David Ko VP, MD Asia, Waggener Edstrom |
Kenth Kaerhoeg Comms director, Coca-Cola Pacific |
John T Lucas MD, Tribal DDB Philippines |
Thomas Crampton Director, digital influence, Ogilvy PR |
YES |
YES |
YES |
NO |
| “Twitter working on paid accounts for businesses should be of no surprise and works well for the industry. Organisations should not be squeamish about paying for game-changing services like detailed analytics. Brands that go the extra mile to understand consumer sentiment are brands that stay relevant, and stay ahead. Similarly, brands should not shy away from having a presence in social media. It’s become a natural environment for people to speak their minds and they are starting to welcome brands into the environment - so long as brands are committed to authentic and genuine engagements. A paid and verified account helps people identify that the brand’s Twitter account is a trusted source. It also says, “I care about your opinion. Let’s talk.” That’s how you make a casual consumer into a raving fan who tells his or her family and friends about how spectacular that brand is.” |
“Worth paying for’ is ultimately a question of how much one will be asked to pay for premium Twitter accounts and services. As with most other things in communications - and life - it is a question of ROI, a question of getting value for money. Unless Twitter decides to charge through the roof for its premium accounts, they should be able to deliver a decent ROI. Look at a few Twitter facts: In March 2009, a Nielsen.com blog ranked Twitter the fastest-growing site in the member communities category - with a monthly global growth of 1,382 per cent. Twitter - and other social media - played a significant role in the election of US President Barack Obama. Twitter is growing rapidly in Asia - and media hubs like Singapore and Hong Kong have turned themselves into Twitter hubs. Twitter also provides brand owners with a chance to shift from traditional one-way distribution of messages to two way dialogue - which literally provides another 140 reasons why Twitter is probably worth paying for. At Coca-Cola, we have already put Twitter in our communication mix where appropriate.” |
“Simplicity is the secret to Twitter’s success. The ease of ‘twitting’ through a PC or mobile phone has been the primary contributor to its growth - more so for the many brands who leverage its facilities to communicate with their markets. Twitting has revolutionised brand communication in terms of advertising, accessibility and customer care. It’s an equaliser for emerging brands to compete with their iconic counterparts and is now an indispensable tool for bringing consumers closer to the brands they are loyal to. Twitter is the highest platform of free media in the world. And in a world where unsolicited publicity and communication are priceless, what then could a premium Twitter account offer above what brands already enjoy for free? The answer is integrity. I would pay knowing that my brand’s followers receive only legitimate communications. Search for any popular brand on Twitter, and you’ll discover hundreds of fallacious accounts portraying themselves as legitimate. Free media is priceless indeed. But when it comes to my brand’s integrity, protecting it is something I’m more than willing to pay for.” |
“Apart from protecting their brand or gaining access to special statistical insights, companies should be wary of paying Twitter or any other social media property. The basis of social media itself is that companies need to engage in genuine conversations where they offer real value to participants. Paid participation in conversations undermines credibility and can finish by hurting a brand more than helping it. The principles of social media follow those of a cocktail party. You don’t want to be bombarded with commercial messages when you are simply trying to have a conversation.” |
Got a view?
Email Feedback@media.asia
This article was originally published in 10 September 2009 issue of Media.
