Businesses are leveraging Twitter in increasing numbers. We are well past the point of social media managers tweeting random thoughts to attract followers. Tweeting has become a sophisticated marketing art form with offers and promotions sent in 140 character bursts in the hopes of driving conversions. But there is a risk in over-promising and under-delivering. And that can lead to the wrong kind of brand awareness.
For instance, several weeks ago a company that shall remain nameless reached out to the MediaWhiz twitter feed offering free snacks in exchange for a simple reply to their hashtag. Who doesn’t love free swag? The reply was sent and the waiting game began. We’re still waiting. Not good.
Now if you’d like to play devil’s advocate you could make the point that the entire office was not promised free iPads. Fair enough. But the end result is no less damaging to the company tweeting the promotion. Whenever I think of this brand, I am left feeling let down. The likelihood that I’ll purchase a product from this company is extremely low. And that’s all because of a tweet that literally failed to deliver the goods. That’s something all brands should keep top of mind the next time they take to Twitter.