Branding challenges for Twitter and its users
Alexander MacGillivray, General Counsel at Twitter, spoke about branding, networking and the new Promoted Tweets
What opportunities do you think Twitter and other
social networks offer to brand owners?
One of the misconceptions of Twitter that we’ve
been working to correct is the idea that we’re a
"social" as opposed to "information" network.
There’s beginning to be some research confirming
that view, but the basic difference is that Twitter is and has
always been predominantly a place to reach as many people as
possible with a message, as opposed to a place to connect with
family and friends. Brands such as CNN or Starbucks can
interact with customers directly on Twitter without the user
having to figure out whether Starbucks is their "friend."
What advice would you give to brand owners looking
to capitalize on social media such as Twitter?
Real-time search is very different from intentions-based
search. As we’ve seen with global...
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