Marketing with Twitter: Challenges and opportunities

The increasing use of Twitter by businesses has created the challenge of how to measure its effectiveness for marketing communications. Using data based on two years of Twitter activity by leading global brands in the Auto, FMCG and Luxury industries, this chapter presents measures which can be used by practitioners and researchers to assess the effectiveness of marketing communications on Twitter. It discusses the factors that predict consumer engagement with organizational tweets, and different Twitter strategies that have been successfully (and less successfully) used by leading global brands. We also consider the implications for marketing with Twitter, for these and for smaller organizations.