journal of digital research & publishing - The Sydney eScholarship ...

1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING
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customers, and apparently it is the hidden rules why Twitter customer service success.
Twitter developed “brand channel”, on which the enterprises can create their brand
pages, as well as establish multi­brands groups where the fans of the same brand can
get together. Moreover enterprises can send out their information about new products,
promotions. Instantaneity and mass­participation of Twitter platform make a message
rapidly spread over groups, teams with same interests. Even interaction will happen
within users ­ they may forward messages to their friends. Many American companies
have taken this way. Dell, from March 2007 started using Twitter enterprise platform.
Dell’s website has 65 Twitter groups. Until now, dell has obtained about 100 million dollars
in Twitter sales.
The increased opportunities make company direct contact with consumers, which is
advantage to maintenance brand awareness and customer loyalty. If the enterprise itself
has the blog, do regular publications and press releases daily, it will be very effective. But
if there is no new information source to support their site, it will be too boring to attract
followers. The dull, not frequently updated Twitter account is worse than nothing. NBC’s
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in require of purchasing its media advertising position. But Twitter does not hope to launch
totally exposed hard advertising form and to disturb users browsing experience. Although
Twitter has started testing text footer ads, but this is not critical point Twitter concerned.
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ads into personal pages, the users can independently invite advertisers buying their
advertising places. Their two sides negotiate about time and charge on ads. Twitter only
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and advertisers can both make decision with abundant freedom and self­determination
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