Twitter as an important channel for the exchange
A good example of one of these social media affinities Company: The Ethority GmbH, which specializes in marketing and strategy development in the field of social media.
Twitter is an important channel for public relations, but also for the exchange of information: Through the Corporate Twitter account, many employees from different departments send tweets together, gathering the know-how on quite different topics such as IT, market research or marketing in an information channel.
Twitter for recruiting?
So it makes sense, even when filling a job, the channels to find employees on which to move the future employees: "Twitter offers even in 140 signs the opportunity to make an impression of the person," said spokeswoman Sabrina Panknin ,
"You look at his tweets and can read a piece of personality from them - unlike, for example, XING, where you can only find a prepared CV." Panknin, of course, also found her job via Twitter: "I had posted my job application via Tweet and In my bio noted the application, then I received a job offer. "
Traditional companies are catching up
However, more traditional businesses are now using Twitter on different channels. Versandhausriese, for example, has been running its customer service via Twitter since July as the only German company to date: Otto is able to respond directly to complaints in tweets or to answer questions about articles or orders.
Although it is sometimes difficult to face criticism and admit mistakes, as Thomas Voigt, Director of Economic Policy and Communication of the Otto Group admits, but this is exactly where the company sees great potential: "The clear advantage is that we immediately realize what moves the users and how they can react directly. "
Dialogue: valuable hints for improvements
The Twitter dialog provides the company with valuable information about what users want and what can be further improved by the customer. Nevertheless Otto is still in the trial phase.
Example Speed: "Although it is our goal to respond to inquiries as quickly as possible to our followers. But in some cases, it takes a little longer because real-time communication beyond the phone is not yet routine - we're working on that, "says Voigt. After all, Twitter is still a learning field: "Overall, we are still in an early phase of the project, which is about how to adapt processes to this fast medium. But we are very excited about the further development. "
As advanced as Ethority and Otto are, however, far from all companies. The main ones are still hard with social media - and particularly with Twitter. Reason: What they can not control makes them afraid.
A survey conducted by the Munich communications agency PR-COM in September 2009 among the Dax companies shows that the majority of them still do not know how to use the new communication possibilities.
With 33 percent, there are no social media activities and only half of them run Twitter accounts.
Concrete successes difficult to measure
The distrust is certainly also due to the fact that in a company, on the one hand, every issue has to be justified, but on the other hand it is so difficult to measure the success of Twitter in concrete figures. This could be countered, that Twitter is just about more than just visitor numbers or generated sales - namely, opinion formation:
The quantity of Twitter traffic is not as important as its quality, as Axel Schmiegelow, chairman of the Social Media section of the Bundesverband Digitale Wirtschaft (BVDW) explains: "Above all, the pure branding effect through information controlled by the company is what counts.
Free information reaches a higher range
In addition, the information, which is not planned and controlled by the company, but is published by the users themselves, reach a significantly higher range.
The network effects of retweets and link sharing on Twitter should not be underestimated, because they not only make brands perceive positively, but also serve as an early warning system for crisis PR. "
Social relevance as a criterion?
However, the success of these network effects can hardly be grasped with the previous methods of online advertising, which mainly take into account click and conversion rates. The BVDW wants to change this by making precisely this social relevance measurable. However, the project is still in the development phase, so Schmiegelow can not yet give concrete information on how the measurement should work exactly.
But he already gives an outlook: "Networking, Contribution and Sharing, for example, are factors that enable advertisers and media planners to quantify the value of social media." Twitter's success would then be measured but not controlled Schmiegelow explains: "Ultimately, the dynamics of social media are so pronounced that it is unimaginable that these can be sustainably prevented by campaign bookings."
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