Literature Review

Business Horizons (2011) 54, 105—113

www.elsevier.com/locate/bushor

The early bird catches the news: Nine things you should know about micro-blogging
Andreas M. Kaplan *, Michael Haenlein
´publique, F-75011 Paris, France
ESCP Europe, Avenue de la Re

KEYWORDS
Web 2.0;
User-generated
content;
Social media;
Micro-blogging;
Twitter;
Ambient awareness

Abstract Micro-blogs (e.g., Twitter, Jaiku, Plurk, Tumblr) are starting to become an established category within the general group of social media. Yet, while they rapidly gain interest among consumers and companies alike, there is no evidence to explain why anybody should be interested in an application that is limited to the exchange of short, 140-character text messages. To this end, our article intends to provide some insight. First, we demonstrate that the success of micro-blogs is due to the specific set of characteristics they possess: the creation of ambient awareness; a unique form of push-push-pull communication; and the ability to serve as a platform for virtual exhibitionism and voyeurism. We then discuss how applications such as Twitter can generate value for companies along all three stages of the marketing process: prepurchase (i.e., marketing research); purchase (i.e., marketing communications); and post-purchase (i.e., customer services). Finally, we present a set of rules–—The Three
Rs of Micro-Blogging: Relevance; Respect; Return–—which companies should consider when relying on this type of application.
# 2010 Kelley School of Business, Indiana University. All rights reserved.

1. The hare and the hedgehog: When
Twitter’s ‘already here’
At 2:26 p.m. on June 25th, 2009, the world stood still for a split second when word spread that Michael
Jackson, the King of Pop, might have died at the
UCLA Medical Center from cardiac arrest. Naturally, millions of people rushed to Google News to verify whether this rumor was true, only to read: ‘‘We’re sorry, but your query looks similar to automated

*

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