Those Who Tweet and Tweet Well

From a consumer’s standpoint, I still cannot figure out if businesses using Twitter to get their message across is a good thing or not. I understand marketers are able to get to their level and meet their particular audience where they already are, but will it just become another form of advertising that we begin to ignore? After reading a blog on “40 of the Best Twitter Brands and the People Behind Them,” by Jennifer Van Grove, I can see the effective and tactful way that companies can use Twitter. It can be used as another tool to strengthen the relationship between the company and its consumers, but I still remain skeptical.
Five main purposes a company would use Twitter would be to:
1. Brand the company in its truest form to show personality
2. Connect with brand-loyal customers and potential customers
3. Converse with consumers and potential business partners
4. Offer discounts to its audience to bring them into the business
5. To listen to the customers' experiences and perceptions of the business

But when does too much of this become a problem? Take for example the issue KFC had when they offered to give away free meals. Oprah then advertised this deal and people flocked in herds to the store. This would have been great if KFC was able to accommodate the large number of people who took the company up on the offer. A company could lose a substantial amount of credibility for not keeping the promises they post.
Other companies, like The Marriott and Jet Blue, are providing a friendly, more personal face to the name when using Twitter. Jet Blue respects the wants and needs of its customers. According to Van Grove's article, the purpose of Jet Blue tweeting is to do so as its customers see fit. The official tweeter, Morgan Johnston, says, "our role on Twitter is driven by the requests of our followers. Twitter is a great way to talk to many, but even better for listening." Jet Blue has it right, in order to remain respected and respectful, they must make themselves present even if someone is not planning a trip, but take a step back and let the consumer’s guide its business plans. Companies can learn of consumers' personal experiences without bothering them to fill out a survey, for example. Companies do not have to force themselves into a consumer's day-to-day life but rather remain present as a personal acquaintance. Plus, the weather and flight updates don't hurt either.
Marriott can also be seen as a company who knows how to tweet, even in a crisis situation. An average day tweet can include video updates of newly-renovated rooms, but when the Islamabad hotel was attacked, the senior director of public relations knew just how to handle the situation. Because he was able to quickly and efficiently reach a world-wide audience, John Wolf used Twitter to send updates. The more information they received, the more they tweeted. It was a way for them to talk to everyone concerned and also a way to carry on a two-way conversation between numerous people. Wolf praised social media after the situation occurred because people were able to reply and send direct messages sending their prayers and sympathy.
After listening to these stories and seeing how companies can accurately use the social media to accomplish their business goals, I remain hopeful.