The article under the news tab of this site, "Despite Debate, Brands Find Value on Twitter," by Kate Kaye, is a solid piece that explores the whole concept of digital engagement. If you're not inclined to dig for it on the news tab, here's the link: http://www.clickz.com/3632210.
The article discusses how Ford, Dunkin' Donuts, Comcast, Zappo's and others are using Twitter. While many companies get bogged down in the legal issues surrounding direct communication with customers, those that embrace the ability to have a casual conversation with their customers through social media on the web are creating relationships, and gaining customer engagement never before possible in the business environment. Consumers are increasingly expecting to be able to communicate with a real person, and get real answers from company representatives. This open, honest communication creates a more intimate relationship between company and customer, and thus fosters intense brand loyalty.
The summation of the article really hits the nail on the head:
"The brands on Twitter that seem to be most successful tend to recognize there needs to be a casual back-and-forth with other users, which can't be bogged down by legal concerns or rigid PR messages. "It's not marketing communications..It's not a direct mail piece; it's not a one-way conversation," said Razorfish's Harrison, who believes product managers often make the best Twitter reps for brands because they are knowledgeable and passionate about the things they help develop.
"If our tweets went through a multi-layered approval process, the authenticity would be lost," said the Dunkin' Donuts spokesperson.
Overall, despite debate over whether Twitter is a marketing-, customer service-, or PR-play, there is some consensus regarding the need to take a personal approach. "Nobody wants to have a conversation with a car unless it's Knight Rider," said Ford's Monty, who said he "[doesn't necessarily draw the line at all" between the Ford brand and himself when on Twitter. "I hope I am able to imbue some kind of personality through these accounts."
