A growing number of companies are keeping track of what is being said about their brand on Twitter.

According to Rachel King from CRM Daily, Companies such as: Comcast, Dell, General Motors, H&R Block, Kodak, and Whole Foods Market are among some of the companies utilising Twitter to do collate information about their brand including peoples perceptions about their brand right the way through to their experiences in purchasing the brand and the level of customer service provided.

Twitter is a new social media tool that is letting consumers shape public discussion about brands, just ‘one’ twitter (known as a tweet) sent by a frustrated prospect or customer about poor service, or performance can be read by hundreds if not thousands of people and as such can create a lot of negativity and bad publicity about a brand. Naturally a positive interaction or experience with a brand can help reinforce and promote a brand in a positive way.  Companies have to ensure that they meet and fulfil their brand promise to their customers at each and every conceivable touchpoint. 

Brands are not just about the visual brand identity they are about the experience that a customer has with the brand, be it through a customer service representative, the receptionist, a Manager right the way through to the perceived quality of the product or service offering and as such companies that realise that in order to develop a brand, you need to focus on branding in its entirety certainly not just design or advertising are far more likely to succeed. For more information, or to review this article see: How companies use Twitter to bolster their brands.