StrategyEye, by Andrew McDonald, 17th November 2009
As a business tool Twitter is now more powerful than RSS, according to the VP of global communications and planning at brand giant, Unilever.Speaking onstage at the 140 Characters Conference in London, Unilever’s Babs Rangagiah claims that the microblogging platform has surpassed its consumer origins.
“I think Twitter is the single best business tool I have now,” Rangagiah says. “In many ways it’s replaced my RSS feeds. It’s replaced how many different newspapers I go to. I used to go to a bunch of places [on the web] on any given morning, to get any information about what we’re doing for work, for our brands, for business, for statistics. All of that now, I feel, based on the followers that I have, I get through Twitter and the links [on Twitter].”
Rangagiah adds that for marketing products, it is essential for brands to reach out to the public.
“It is critical in today’s world, when you are marketing to people, to really live the space. Not just to read about it and to hear about it, but to be out there. I think anybody that’s in media today – media, entertainment and technology – has to be using Twitter. It’s just part of the job.”
Unilever is responsible for a host of household brands, such as PG Tips, Persil and Flora.
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