Micro-Blogging – an Innovative Approach to Branding

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  • Topic: Twitter, Microblogging, Brand
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  • Published : October 24, 2010
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Micro-blogging – An Innovative Approach to Branding
*Pankaj Jain
1. What is Micro-blogging?
Jill Walker mentioned in her jill/txt blog, “A weblog, or blog, is a frequently updated website consisting of dated entries arranged in reverse chronological order so the most recent post appears first.” Any user can post information on the web with/without having the knowledge of HTML language or any other web authoring tools. Virginia Montecino in Introduction to Internet Terminology writes, “With a blog, any information entered is immediately broadcasted on the web site it represents.” Thus a “blog” – short for “web log” – is a web page that serves as a publicly accessible personal journal for an individual (Blood, 2002). Because this weblog can be used to convey various types of information, such as personal, professional, public, commercial, and political, it has become an effective communication tool over the internet. With the rising popularity of blogs, a growing number of organisations, such as Microsoft and Sun Microsystems, now look for ways to accommodate this blogging phenomenon. Microblogging is also a form of blogging. A microblog differs from a traditional blog in that its content is typically much smaller, in both actual size and aggregate file size. A microblog post could consist of nothing but a short sentence fragment, or an image or embedded audio or video. As with traditional blogging, Microbloggers post information about topics ranging from the simple - such as "what I'm doing right now," to the thematic, such as "sports bikes." Commercial microblogs also exist, to promote websites, services and/or products, and to promote collaboration within an organization. Thus microblogging is the practice of posting small pieces of digital content—which could be text, pictures, links, short videos, or other media—on the Internet. It is a web service that allows the subscriber to broadcast short messages to other subscribers of the service. There are various websites such as Twitter, Pownce and Jaiku which offers the platform to the subscriber for microblogging. Using these sites, people can communicate with their chosen network in real time, heavily abbreviated content format (maximum 140 characters) that may include a URL. These messages can reach a wider audience when they are fed through to display in the author's blog or microblog. Dell Computers is using Twitter to sell off clearance items to its brand champions who are following Dell at http://twitter.com/delloutlet. A business seeking to raise awareness of a new electronic product, for example, would be keen to recruit Twitter users to its cause because they are: * Early adopters of new technologies;

* Highly educated, with high profile careers and handsome salaries; * Receptive to relevant advertising and are likely to play opinion leaders in the specific product category within the Twitter community to “spread the word”; and * Highly influential within their own community and potentially able to develop the profile of the brand through its endorsement when interacting with their followers. By generating word of mouth electronically through these microblogs, businesses may find that they can raise brand awareness and build customer relationships at a very low cost to themselves. Twitter

Imagine a world in which millions upon millions of potential customers are talking, sharing ideas, and shaping new realms of communication. This new online platform has blasted through traditional marketing and communication concepts and created a world in which collaboration and customers are king. This world exists as Twitter (www.twitter.com). Twitter entered the social networking world in the year 2006 and has experienced staggering growth since then. It is currently the best-known Microblogging site, its popularity supported by a growing collection of add-on applications that enable different and often more engaging micro blog updates, such...
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