What Brands Managers Can Learn from Justin Bieber

Its true, Justin Bieber now accounts for about 3% of all activity on Twitter

. The Guardian states that the teen pop sensation is mentioned 60 times a second, and three of every 100 tweets can easily be traced back to him. A sixteen year old kid has mastered Twitter while hundreds of businesses battle daily just to keep their Twitter accounts from turning on them. Even experts in website design sometimes struggle with Twitter.

Of course Justin Bieber's international superstar reputation and army of pre-teen and teenage, female fans may have something to do with his massive tweeting success. Still, he has developed an extremely effective strategy for making use of Twitter to strengthen his brand. Businesses should work on doing the same.

The initial task for a brand wanting to make use of Twitter is to figure out if the kind of people who Tweet, tend to be the type of people the brand is trying to reach. You're not going to get much value out of Twitter if your a company like Jitterbug, which sells mobile phones to the elderly.

The way brands construct their Twitter personas is also an important strategic choice. Some companies present an impersonal image, and don't disclose who is behind their feed. Other brands choose to have certain individuals stand for the brand, whether these are staff or just enthusiastic members of the Twitter community. Brands that make use the latter strategy usually have an impersonal Twitter feed in addition .

It is easy to take a persona too far, and many companies make this blunder. Similar to how a sub-par actor or actress might over perform a character as a means of compensating for a absence of depth and comprehension, a company may deluge followers with trite and boring advertisements rather than provide real content. To create a enthusiastic group of followers, brands need to tweet information that is valuable and entertaining, not simply spam the Twitter community with undesired advertisements.

As an example, if a company was attempting to promote the key words "web design London", the ideal strategy would be to tweet entertaining content that is related to web design. Frustrating followers with unlimited promotional slogans will only persuade them to follow someone else.

The overall goal of enhancing the power of a brand through Twitter must be achieved through hundreds of micro engagements with various other Twitter users. As a result companies on Twitter will need to decide in what way these engagements should be constructed. A common method is to use Twitter as means of publishing relevant content or pushing certain content.

One more method is to use the social networking site to build relationships with customers and communicate in general with the Twitter community. Additionally Twitter can be employed to learn from other user's feeds as a listening device. Generally speaking, it is not wise to use multiple engagement strategies on the same feed as Twitter users have been shown to respond more positively to specialized feeds.

Admittedly, the previously mentioned guidance won't carry a brand to Justin Bieber levels. It will, however, prevent newcomers to Twitter from killing their reputation and brand persona before competitors get an opportunity.

What Brands Managers Can Learn from Justin Bieber

By: Greg Jacobs

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