I’m not a regular on Twitter, and have hardly endorsed it as a marketing medium for my clients even though we heavily work towards community building on Facebook and promoting content on YouTube and blogs. Even on personal front, though I have a Twitter profile, I hardly tweet, for that matter that who in the world would be interested in reading what a man sitting in a 10 by 10 room in the westest of Delhi thinks about the latest iPad. I see it as a bridge between celebrities and masses and nothing more. It was astonishing (I don’t know if I could add ‘refreshingly’) to see Volkswagen do their current campaign on Twitter (remember the glossy newspaper that you received yesterday). I am not sure how successful it would be but I would like to know the numbers if Volkswagen releases them. However, I greatly appreciate the integration of social media in a print advert. And this may work in Volkswagen case because the advert was on its high-end sedan Jetta which is more likely to have net-savvy clients. And who would not want to win a Jetta? (It’s a great machine, trust me).
Anyhow, going beyond Twitter Marketing, I was recently having a conversation with a friend who follows quite a few celebs and non-celebs (or let’s call them influential people) on Twitter. It was quite visible that he was quite surprised with the frequency of tweets celebs dole out and what all significant and insignificant they have to share. Gul Panag yesterday tweeted about her society meeting. Shekhar Kapur today tweeted something about ‘Photosynethesis’ (really, Mr Kapur ?). Mahesh Bhatt in the past 24 hours has taken a dig at the government, Om Puri , politicians and I don’t know who all? (Thank god Twitter has a character limitation). Guy Kawasaki, I have a strong feeling, ghost tweets. Rajdeep Sardesai, the omnipresent face on CNN IBN, finds time to tweet on what all is happening. Shashi Tharoor is the only noted absentee in the past 24 hours (probably he has had too much of Twitter, though Twitter, the company, can reward him for bringing Twitter to the front page of national dailies in India; it’s yet to happen with Facebook).
So, where does Twitter stand right now? An addiction for celeb? an unadulterated medium for people to know what other people think? Or just a fad that is here like Hurricane Irene? I can’t comment. The few minutes I spent yesterday on Twitter, I found it interesting (I especially admire the iPad interface that Twitter has developed; the one on BlackBerry is okay) and now follow around 100 people. As a marketer, I still don’t know.
Let me sign off with a recent Mahesh Bhatt Tweet: “Today the virtual world is more powerful than the real world. If used effectively, it can help you a great deal to shape and manipulate options.”