• http://www.nature.org davidconnell

    This is a good reminder not to get too caught up in the Twitter echo chamber. But really it’s about audience and knowing who you’re reaching with what channel. If I want to target enviro. blog editors, Twitter is a great channel to get my content onto. If I want to target a casual web user with an interest int the environment, I’ll use Facebook.

    Ultimately, I probably want both. It’s just a matter of knowing which channel is going to reach your target audience. Twitter is useful in certain circles, but yeah, it’s probably not useful for marketing Skittles.

  • Xtian

    In response, I share this with you; seems to perhaps disprove what you’re saying about the effectiveness overall of the Skittles stunt. http://bit.ly/tSlF

  • chris.leone

    @davidconnell is right. Brands focus too much on the medium, not the effect. They need to think of twitter as a connecting medium, not a marketing medium.

  • stuartpturner

    Excellent post Ciaran, this is an issue we’ve been thinking about at our agency a lot. Knowledge sharing is a key use of Twitter, but any other commercial applications seem a bit of a mystery at the moment.

    I know a couple of agenices who have replaced messenger with Twitter, to ensure that:
    (a) conversation is limited to direct relevant messages
    (b) make all staff communication public (as everyone follows everyone else)

    The comment we seem to get a lot is that if you’re in SEO, or online marketing Twitter is great. If not, it’s easy to get bored and kind of forget about it.

    Phase or craze? Who knows…

  • stuartpturner

    @Xtian I’d have to disagree. As per davidconnell and chris.leone’s comments I don’t think this stunt has sold any more Skittles. Of course the online ‘buzz’ will increase – but until you can download a packet to your desk I don’t think this is going to increase sales ;)

  • http://skinner skinner

    These are valid points, but I would like to remind everyone that when Google started many people touted it as a ‘flash in the pan’ and a common sentiment was that it could never replace Yahoo. I feel strongly that Twitter is only just getting started.

  • http://www.altogetherdigital.com Ciarán Norris

    @Xtian I’m afraid all that proves is that lots of marketing types are talking about Skittles and many of them are saying that it’s great: but then so did the citizens proclaiming the brilliance of the Emperor’s new clothes.

    @skinner – I’m not arguing that Twitter won’t go mainstream, or that it is a flash in the pan. I’m just concerned that at the moment the hype overshadows the reality. I still encourage brands to use Twitter but don’t want to see brands turned off when unrealistic ambitions aren’t realised.

  • http://www.interactivecleveland.com seanhecking

    It’s important for everyone to take hyped technologies in stride. There are great benefits to using Twitter, but I think we are seeing the peak of the hype curve:

    http://en.wikipedia.org/wiki/Hype_cycle

    As the technology begins to mature, business models will be refined. It’s natural for people to jump on this technology not understanding the true benefits. Since it is free, there is very little risk involved in trying new things with Twitter.

  • http://www.directorinternet.com andreas.wpv

    Talking to ourselves! So true.

    And on top of that, it is mainly repeating what is communicated via facebook, msn, blogs, and whatever!

    Yes, I use it too, and I am happy with it, for communicating in and out.
    For communication in, I filter heavily what I read, hardly scan and in doubt search.

    Good post.