Twitter's Customer Loyalty

Proclaimed as the hottest company since Google and Facebook, Twitter introduced a revolutionary micro-blogging service in 2006 that allowed users to spread and share short messages of 140 characters (“tweets”) with friends and strangers subscribing to follow their communication flow (as so called “followers”) in order to find out what is happening right now from any point of the globe.

Twitter is one of the most popular social media outlets in the world, having the ability to connect people from all over the world. Though the platform may have its perks, problems such as being limited to using very few characters, being fooled by fraudulent users, and being a detriment to your future career are all risks that one must choose to take. While Twitter may offers many benefits, one must realize all of the consequences that they may be faced with when joining the social media

Twitter one of the most popular social networking sites. Both personal and corporate users enjoy twittering to engage in information-sharing. It has social as well as commercial utility. However, as is also the case with Facebook, Twitter is still striving to make its business model profitable as well as generate user traffic. Advertisers and marketers are interested in Twitter's ability to provide data about potential customers as well as its ability to expose users to advertising. However, there have been a number of concerns regarding the monetization of Twitter. Twitter's potential for 'data-mining' is alarming to many users. "By virtue of having a large number of users, Twitter also possessed such a database of personal information, as well as a large archive of personal messages" (Privacy issues and monetizing Twitter, 2011, Richard Ivey School of Business: 6).

Social media is not new. Facebook has been around since 2004, YouTube since 2005, and Twitter in 2006. What is new is how social media sites like Facebook, YouTube and Twitter are affecting the way businesses market their products and services. Never before in our history have consumers been able to communicate so effortlessly with each other and with the businesses they frequent. Never before have businesses been able to interact and react to customer feedback so quickly and efficiently. However, just because businesses have the ability to use social media for their marketing and advertising efforts, does not necessarily mean they should. This paper intends to

Twitter is used for staying connected with followers and promoting products, news, and corporate blog posts. They also use it to share content. One use of twitter is to share the current news in the industry. Along with this, they also post news that links users who click on it back to their website and to their blog. Pepperl+Fuchs uses their blog on their website as their main source of promoting products and dealing with customers. Another use for twitter is linking them with their partnering companies and helping promote them as well. For example, one tweet was, “Intertek collaborates with Pepperl+Fuchs on first hazardous locations panel shop project.” This linked users to a page on the Internet that talked about the partnership created and the project that was on hand. This example also ties into the idea of Pepperl+Fuchs using Twitter to share news. Overall, they use twitter to welcome new followers and create a community to share ideas and news about Pepperl+Fuchs, but their tweets mainly consists with links that take the user back to their blog or to articles on their

To the average technologically advanced American, Twitter is one of the most visited social media sites. From a popularity contest standpoint, Twitter would be amongst the top winners; however, when evaluating Twitter from a business analytical aspect it might not be a lucrative business venture. The attractive attribute to Twitter Inc. is the fact the sites does not make any of its users pay. Twitter is designed to allow users to voice multiple thoughts, ideas, or share different information amongst the site’s visitor. Unlike Facebook, Twitters does not have multi-million dollar corporations using the site on a regular basis to market more potential users. Therefore, with a low revenue base and poor strategic development implementation

As more and more people spend a greater fraction of their daily time on social networking sites, the role of social media in online marketing is becoming of prime importance. Twitter, in particular, is now popular in building a network of readers, engaging them, and getting feedback from them. Here 's what I learned from the first installment of Whiteboard Friday discussion by Dan Shure, owner of evolvingSEO, at SEOmoz.org regarding the effective use of Twitter for online marketing.

Are you already using Twitter? If you are than chances are, you’re only using it to communicate with a few followers, friends and family. As we discussed in the last issue, this is the most common use of this massive social network; however, it has the potential to be so much more. When properly managed, it can be very effective marketing tool.

In statistics, regression analysis is a statistical process for estimating the relationships among variables. It includes many techniques for modeling and analyzing several variables, when the focus is on the relationship between a dependent variable and one or more independent variables.

Worldwide, Twitter is a major player in the social media industry. The company has a large user base and revenues to the tune of billions. With the onset of interaction via social media, the corporation capitalized on this and became a leading brand in the industry. Twitter is used globally and almost every famous or influential person has an account in this online service. One of its best strategies was creating the followers. Thus, since inception, the company has been steadily growing its user’s base as well as revenues.

Competitive advantage allows a company to grow and sustain its sales but still retain more customers than its rivals. (Perreault/ Cannon/McCarthy, 2009, p48) defines competitive advantage as ‘’ A firm that has a marketing mix that the target market sees as better that a competitors mix’’. A company achieves a completive advantage when it provides buyers with superior value compared to rival seller’s offers the same value at a lower cost to the firm, this is according to (Thompson/Peteraf/Gamble / Strickland, 2014, p 7)

In order to build and sustain a competitive edge, service organization need to strive to maintain a superior quality of services in an effort to gain customer loyalty, hence improving customer retention rates.(Kadampully,1998)

Competitive advantage can be derived by analyzing the organization’s strengths and opportunities not yet tapped into that competitors are already using to their benefit (Ferrell, 2011). Moreover, competitive advantage can also be a direct result of customers’ impression or lack of knowledge about the organization’s products (Bethel, 2015). Realistically, competitive advantage is in the hands of the customers and comes with some stiff practices to entice them to covet the organization’s product (Dawar, 2013).

The concept of Customer Loyalty can be seen in the work of Deming and his TQM model but the modern more detailed definition was derived from the work of Storbacka, Strandvik, and Grönroos (1994) in the area of service quality models. Relationship Marketing places great emphasis on customer lifetime value. The conventional wisdom suggests that loyal customers are the most profitable but recent work by Heiner Evanschitsky and John Glanfield, both now at Aston Business School suggests that this may not always be the case. To what extent do you believe customer loyalty should influence marketing strategy?

Our text explains that “customer loyalty is the degree to which a customer will select a particular brand when a purchase from that product category is being considered,” (Levens, 2012, p. 72). This loyalty is present in the relationship that a brand has engaged with the customer, and the resulting attachment the brand has with a consumer (Levens, 2012, p. 72). It is the loyal customer that is most highly sought after by companies, in order to generate the most positive brand image, retain the customer, for the ultimate goal of generating the greatest profit (Levens, 2012, p. 72). The most important goal, other than retaining the loyal customer and persuading others to join them, is evaluating the important customer relationship to determine greatest profitability (Levens, 2012, p. 72).