Brands like this are just trolling the party listening with one ear for mentions of their name. Then they swoop in and pay attention just long enough to toss the speaker a business card with a "call me, we'll do business" kind of remark. Then they hear another mention of their name and poof, they're off to drop another business card. A shame really. This particular brand is a destination. Just imagine how many tweets they missed while folks were touring the destination, tweeting away. Imagine the rich conversations that could have been had. Imagine what folks would say/do if the brand followed up with them after their trip to see how it was or better, asked if they might take a quick survey to let the brand know what it could be doing better.
Conversation is soooo much more powerful than marketing. So brands that decide to hop on the Twitter bandwagon, here is lesson #1. Unless they're a porn site, MLM spammer or someone whose stream is just downright offensive, follow everyone that follows you. Then engage them and not just before they use your product/service. You'll get more followers and a much better ROI from Twitter.
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