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Why Brand Building Is Important - Forbes

Why Brand Building Is Important - Forbes | Discussion for IMC | Scoop.it
Scott Goodson is the founder of StrawberryFrog. His first book, Uprising exploring Movement Marketing has been published by McGraw Hill.
Wit Kritcharoen's insight:

"No branding, no differentiation. No differentiation, no long-term profitability." This statement is quite true, as without branding companies can ntot differentiate themeslaves with other which lead to a loss in the long run. Therefore, branding is more important than ever.

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Neungy Kung's curator insight, March 19, 2013 4:06 PM

I agree with this statement as brand building is important because company need to make themselves unique or differentiate from other brand so that they could mark-up the prices of their products. When customers see products coming from particular brands they like, they would likely to buy from that brand rather than other brands. Therefore, brands building is important so that company can make lots of sales to be able to make profits.

Luke Mariner's curator insight, March 21, 2013 5:34 AM

Creating a well-known and respected brand is important for a company in a number of ways. Having a recognised brand increases consumer loyalty as it relates to the emotions of consumers, which therefore builds the strongest relationship between the brand and consumer (emotional). This article portrays that people don’t have relationships with products, but rather with brands. Due to this, the respect of the brand increases amongst consumers which then makes it harder for competition. If a company understand their branding, there are endless opportunities if approached in the correct ways. 

Vana Chatikavanij's comment, April 9, 2013 4:54 AM
I agree with this article as building a strong brand helps to generate good brand awareness. Branding is everything!!! Many companies have proven this to be true as the stronger brand they are the more advantage they will have among other business competitors.
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The Marketer's Guide to Developing a Strong Brand Identity

The Marketer's Guide to Developing a Strong Brand Identity | Discussion for IMC | Scoop.it
Learn how you can define your company's brand -- or work with an agency to help them define it for you.
Wit Kritcharoen's insight:

To build a strong brand identity companies need to determine what is your company's position in the market by using SWOT analysis, which help marketers analyse their companies, strenghts, weaknesses, opputunities, and Threats. However, after the companies know where they are in the market, now companies can develop and build their brand towards the position that they are in, which will create a strong brand identity against their competitors.

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Neungy Kung's curator insight, March 19, 2013 4:23 PM

When companies aimed to build strong brands, it need to take into account of where your companies will sits in the market which you have to identify the company to get a clear picture ot its purpose and places. This include SWOT analysis which will tell what companies Strengths, Weaknesses, Opportunities and Threats. There are five steps to developing brands identity: Vision Statement, Mission Statement, Essence, Personality and Position or Value Proposition. After companies know all this, they will be able to improve and figure out what to make their brands and products better to suit customers.

 

Vana Chatikavanij's comment, April 9, 2013 6:10 AM
I do agree with this article that SWOT analysis is important to indicate where your company belong within the busniess market. Knowing all the four elements help to set out your company position and being able to help to keep your company in the right place with the right actions. Strenghts, Weakness, Opportunities and Threats help to gain all of this. With all four taking into consideration will help to create a strong brand and give the company a strong guide inwhich to place themselves in the market.
Yuhua Hong's curator insight, September 30, 2014 12:59 PM

Developing a powerful brand identity is about knowing who you are, where you position and fit in the market and what you stand to differentiate you from competitors. To understanding your position in the market, SWOT analysis is recommended, which providing insights into the strengths and weaknesses of your brand, the opportunities it has in the marketplace, and the threats it might face in that marketplace. Building a strong brand identity needs consider five important steps: Vision Statement, Mission Statement, Essence, Personality and Position or Value Proposition. Customers will be loyal to you as long as your product or service keeps the distinctive advantages. It is the main reason loyal customers come back to you. 

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Integrated Marketing; Multi-Channel Marketing Increases Your ROI | Social Media Today

Integrated Marketing; Multi-Channel Marketing Increases Your ROI | Social Media Today | Discussion for IMC | Scoop.it
Multi-channel marketing drives higher ROIAccording to a global survey of marketing decision-makers recently conducted by Forrester research, 97% of responders indicated they had seen an improvement in revenue that could be attributed to marketing ...

Via IMCyclopedia.com, Vana Chatikavanij
Wit Kritcharoen's insight:

I agree with you that for companies to be successful in multi channel marketing, marketers have to plan well and act well. Nowadays, companies need to use multi channel marketing because some channel may cost less than other channels and can reach to more audience than other channels. However, when combine all the channel together, marketers can get the best way to reach their audience. Therefore, marketers need to carefully choose the channel that they going to advertise on.

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Karlos's curator insight, March 19, 2013 8:58 PM
This is a great start for companies wanting to start or re-brand themselves in a market place, due to it having large relevance to keeping a constant message across many sectors of the marketing strategy and communications of a business.
Mika de Wet's comment, March 21, 2013 4:40 AM
I agree that this kinda marketing definitely has positive and negative points to it.But you do need to plan well to get it across the right channels that you want to reach out to.And i agree with Karlos that it is a great way to start marketing for a new brand or re branding.
breanna france's curator insight, April 7, 2013 9:26 PM

This article is intesresting as it outlines the benefits of IMC marketing. It is also interesting to know how the role of multi-channel marketing is introduced. This is all about creating a plan and knowing who your consumers are and what interest them etc. I think this is so important as if you dont know your consumers how are you able to market your product in the right way and make them happy?

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Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [infographic]

Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [infographic] | Discussion for IMC | Scoop.it
Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] (@tkennon Interesting infographic about the relationship between consumer engagement and social media http://t.co/gtGaaBr38F)...

Via Susan Andrews, Vana Chatikavanij
Wit Kritcharoen's insight:

This article is support the idea that social media is the important channel for marketers to improve consumer engagement between their brands and consumers. However, study shows that customers prefer brands that are actively social and 63 percent are more likely to buy products from businesses who are visible on platforms such as Twitter and Facebook.

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Vana Chatikavanij's curator insight, March 17, 2013 8:26 PM

As referring to this article it is true that people in today's society tend to trust brands that also include social media when connecting with their consumers. Using social media to advertise, promote or provide FAQs to consumers help to gain consumer engagement and increasing the level of trust by consumers. It is not only the information provided within the social media that can help to increase the level of consumer engagement, however, because social media nowadays give a variety of information types such as photographs and videos. It is easier for customer to consume the information these companies wanted them to. This helps to gain trust and loyalty from consumers. I would say that social media help many companies to suceed in improving their consumer engagement level because of how social media works.

Neungy Kung's curator insight, March 18, 2013 4:29 AM

According to this article it shows that social media have an important influence on customers decision after they gained trusted and are having an accoung on the social media like Facebook and Twitter. These customers would likely to buy more online via Facebook or Twitter.

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Why It's So Hard To Improve Consumer Engagement In Healthcare?

Why It's So Hard To Improve Consumer Engagement In Healthcare? | Discussion for IMC | Scoop.it
I spend a lot of my personal and professional time trying to figure out how to better engage consumers in healthcare. If you can't engage them, you can't improve outcomes. Never mind the fact that...
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Wit Kritcharoen's comment, March 17, 2013 4:18 PM
It is very hard in every industries to improve consumer engagement, not just in the healthcare industry. Due to the huge amount of information that consumers perceived, which make it hard for marketers to cut through the clutter. However, even marketers can cut through the clutter, it is still difficult to attract consumers attentions, as consumers tend to refuse to change to new brands or new products.
Neungy Kung's curator insight, March 17, 2013 4:30 PM

It is true that people have a lot of clutter so they would not look into their healthcare problem which is a usual things as they have other things to do. It not just a healthcare that have been avoid but also other industries as well that is hard for companies to be able to engage with customers. 

Vana Chatikavanij's comment, March 17, 2013 6:46 PM
As for gaining consumer engagement for healthcare, it is a lot harder because most people are not accepting the truth that we need more healthcare now than before. People are afraid of changes and not accepting themselves as people who need help for a better lifestyle. Although healthcare is one of the most common business that has been avoid by consumers, there are still a lot of other businesses that offer services which has been design to help out the society to live in a better condition. And these business has had a lack of consumer engagement as well. I would say that the main reason for a lack of consumer engagement in today's society has been cause by the feeling of not accepting new changes.
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3 Reasons Why Your Business Must Be Social | Business 2 Community

3 Reasons Why Your Business Must Be Social | Business 2 Community | Discussion for IMC | Scoop.it
Why social media engagement is a defining element of the 21st century, and the success of your business relies on your participation. Social media engagement

Via Neungy Kung
Wit Kritcharoen's insight:
"If you’re not online, you don’t exist". The statement from this article is quite true, as social media can help companies to communicate, promote, educate, advertising, and entertain consumers faster than the other chanel that companies have.
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Liwei Zhou's comment, April 1, 2013 1:04 AM
Everything is going to be global by social media. there is no secret in entire world if you have a internet device. As I disscused in other comments, customers may share their feeling or experience of purchase to at least 10 friends. in the past, it takes couple of weeks, but 10 seconds today...by internet. the social media will definitely help you communicate with your friends immidiately. and the thing to worry about is social media is not delivering the good news only but the bad one as well.
Zhaowei Lu's comment, April 2, 2013 5:37 AM
Well, that is a great article, and it is true. In today's world, social media has become an essentialist in our life. I quite like one sentence "If you’re not online, you don’t exist" which give me an unlimited imagination. Should we be happy or unhappy ? Because without internet, we are kind of like isolated. no internet no communication no friends. we are so relied on internet. Back to any organizations, If any organizations are not updated with their products or promotion , it means it will disappear .On the other hand, if an organization has good media communication and good public relationship, then most people around the world definitely know your brand. However, the media also takes disadvantage which explore bad news as well.
Jieyi Situ's comment, April 9, 2013 7:19 PM
Very strong points in this article. As technology develops, everything in our life are related to the Internet. And I am strongly agree with the point that indicates you need to make your business impressive. Only you make the customers remember your brand or product can you attract more consumers and markets. Social media plays a very essential role in marketing so we need to utilize it better and better.
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Controlling the uncontrollable: The inherent risks of social media | ZDNet

Controlling the uncontrollable: The inherent risks of social media | ZDNet | Discussion for IMC | Scoop.it
With an ever-increasing number of businesses adopting social media, what are the more risky aspects companies and consumers need to be aware of?
Wit Kritcharoen's insight:

The number of people using social media to interact with brands are incresing rapidly. However, there are a huge oppunity for companies to promote or advertising their product through  social media. On the other hand, the big oppunity always come with bad side on it, as a mistakes from companies in socail media can go viral very quickly and becoming the nightmare of corporations across the globe.

 

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Neungy Kung's curator insight, March 17, 2013 6:21 AM

Nowaday, there is a significant number of people who used social media which it has been increasing rapidly in the last decade. Eventhough, brands need to interact with comsumers to be able to make themselves well known as much as possible. It is uncontrollable as social media still could be widely spread around very quickly so there may be a rumour effecting the companies or brands which this may cause a negative effect on these brands as well as possitive.

Vana Chatikavanij's comment, March 17, 2013 9:38 PM
It is common for risk to appear when talking about involving with social media for businesses. Although social media help to gain benefits and help to push the business forward, the true facts of an unpleasure risk can also be found through out the way. Because social media is a fast way to expand brand awareness and increases brand equity, however, it is also very risky for companies to rely on social media. Sending out the message using social media will go out quick, but if the message has been sent in a way that you are not expected, this may cause you your company reputation. I would say that companies who are using social media as their tool to be aware of what could cause them problem and do not underestimated the risk for social media
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Holiday Shopper Attitudes, Channels, Tools, and Trends [Infographic]

Holiday Shopper Attitudes, Channels, Tools, and Trends [Infographic] | Discussion for IMC | Scoop.it
Customer Behavior - To better understand holiday shoppers and their attitudes about online tools and channels, LivePerson conducted its 2012 Holiday E-Commerce Survey then highlighted its findings in an infographic.
Wit Kritcharoen's insight:

I agree that social media is a powerful tool for IMC to build a relationship with consumer. On the otherhand, there is one major issue for social media, which is uncontrollable for marketer to use as a IMC tool.

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Neungy Kung's curator insight, March 17, 2013 5:43 AM

I agreed with this as today people liked to do their shopping online as it is more convenient and easily to purchased. On the other hand, there are disadvantages consumers security information could be leaking if the security programme is not protective.

Vana Chatikavanij's comment, March 17, 2013 9:48 PM
Yes I would agree with both of you. However, I think that social media can be plan well enough to be controllable. It is a powerful tool of IMC and if it is plan well before put into action, this will give an even more effective outcome for many companies.
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Building a sustainable brand on genuine foundations

Building a sustainable brand on genuine foundations | Discussion for IMC | Scoop.it
The mantra 'people don't buy what you do, they buy why you do it' needs to be applied to sustainability communications, says Jeff Melnyk
Wit Kritcharoen's insight:

For companies to be succesful in business, companies need to have strong fundamental or architecture for their brand, which are the visions, shared value, strategic gain, and the givens. If the companies can achieve all this fundamental then the companies can make a profit and have a strong brand identity.

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Neungy Kung's curator insight, March 19, 2013 4:14 PM

Brain sustainability is important as it will shows that you meet with the target customers that you have been set while building up your brands, for the companies to be successful it need brand architecture that are required to build a truly sustainable brand: visions, shared values, strategic gains, the givens.

Vana Chatikavanij's comment, April 9, 2013 5:25 AM
Becoming a strong brand rely on many things, but what is most important is to being able to successfully show that the company is sustainable.The four architecture of branding will help (visions, shared values, strategic gains and the givens) companies to succeed in gaining sustainability. Caring for the three most important aspects like Environment, Society and Economy will be the basic in showing a strong idea of sustainability business. This can help to gain public interest and a positie brand image for companies.
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Branding Strategy Insider | Strong Brands And Corporate Growth

Branding Strategy Insider | Strong Brands And Corporate Growth | Discussion for IMC | Scoop.it
In what ways does developing a strong brand increase a company’s growth potential?
Wit Kritcharoen's insight:

I agree that A strong brand helps a company growin three specific ways, which are 1) companies can charge a higher price, 2) a company with a strong name has an easier time getting into distribution channels 3) once the brand gains trust and respect, companies can put that same brand name on—and then launch—more new items.

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Neungy Kung's curator insight, March 19, 2013 4:27 PM

I do agree with this article which talked about a strong brand helps a company grow in three specific ways.

 

First - companies can charge a higher price — which hopefully leads to higher profits, thereby resulting in more cash to expand the business further.

 

Secondly, a company with a strong name has an easier time getting into distribution channels.

 

Third, once the brand gains trust and respect, companies can put that same brand name on—and then launch—more new items.

Vana Chatikavanij's comment, April 9, 2013 6:03 AM
A strong brand helps to improve the company and take it into a better position in the market. I do agree with the 3 ways stated within this article. The three points that this article talked about are what most help to expand the business and help it to grow. Higher price, Strong name and earning trust and respect are what keeps company going during a hard time within the market. Earning more from higher charge keep the position of the company strong. A well build brand awareness will give company positive brand image and lastly trust and respect help to gain brand loyalty from consumers and will give companies a good position within the market.
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13 Trends in 2013: Social Media Marketing Takes Flight [INFOGRAPHIC]

13 Trends in 2013: Social Media Marketing Takes Flight [INFOGRAPHIC] | Discussion for IMC | Scoop.it

Online, Digital and Social Media Marketing will be key initiatives for companies in 2013. The importance of building long term brand equity and ROI will be key focuses. Social Strategies to develop targeted campaigns, leverage data and implement emerging technologies and tools will be the drivers for success.

 

As you are planning for 2013, your business will find itself facing questions concerning the social impact of your business and brand. Winnie Hart and Lorrie Lee from TwinEngine share 13 in 2013 – Social Media Marketing trends that will take flight.


Via Vana Chatikavanij
Wit Kritcharoen's insight:

i agree that by using social media companies can gain a long term advantages, as it can reach to a lot of audience and inexpensive. However, by looking the trends of consumers toward the social media it can help companies to win against their rival.

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Mareta Simanu Sapolu's comment, April 4, 2013 7:15 AM
This is a very good article as it highlights the importance of social media connection to the ending customers. It is not only that social media can help companies creates long term advantage but on the other hand it will continuously improve consumer loyalty and engagement in a long run. With companies focus to increase profits and sustain in a long term, social media can be a very effective way of building brand equity and at the same time companies can also identify the trends and be able to adjust to changes to improve rather than being unsure of whats ahead.
Angelina Singh's comment, April 8, 2013 3:04 AM
Social media is becoming more and more popular today. The great thing about social media platforms is the coverage. Its so viral that it can communicate to a wide range of people. Linking with this return on investment is very important for a company to know that its profitable and building long term brand equity is important due to competing products.
Mareta Simanu Sapolu's comment, April 8, 2013 6:26 AM
Absolutely right, social media is so popular and definitely is an easy target to build long term brand awareness and brand equity.
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Which Is Better For Retail Sales, Online Or Offline Customer Engagement? - Forbes

Which Is Better For Retail Sales, Online Or Offline Customer Engagement? - Forbes | Discussion for IMC | Scoop.it
Which Is Better For Retail Sales, Online Or Offline Customer Engagement?
Forbes
Sometimes a consumer can shop online and make a purchase with a few clicks of the mouse (or taps on the screen).
Wit Kritcharoen's insight:

“When consumers feel it’s their brand, they’re invested in it,” said Wilfred Emmanuel-Jones. However, when consumers have high levels of loyalty and emotional engagement, consumers tends to devote their energy in to conpanie's brand. Therefore, consumer engagement is the very sagnificant thing for companies to look at.

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Vana Chatikavanij's comment, March 17, 2013 5:05 PM
I do agree with you here that consumer engagement is very significant for businesses to look at. I've also found that a mixture in both online and offline customer engagement will help companies to succeed better than to look at one point of view at a time. Focusing on both will help to identify the issue and can also help to improve and gain customer engagement easier and faster. I do not think that either of the online or offline customer engagement is better than one another.
Neungy Kung's curator insight, March 18, 2013 4:07 AM

I do agree with this statement as companies need to be able to know how much they have to put their interest into building up consumer engagement either online or offline. There are different preference in people so some consumers might like online shopping and others might like in store shopping which retailers have to be able to figure out on what money they will spend mostly on and how they do it but retailers have to keep in mind that both online shopping and in store shopping are both engaging to customers.

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Why Consumer Engagement Matters in Sustainability | Sustainable Business Forum

Why Consumer Engagement Matters in Sustainability | Sustainable Business Forum | Discussion for IMC | Scoop.it
The business world is undergoing a dramatic shift as it begins to value sustainability as a worthy policy to pursue.
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Wit Kritcharoen's comment, March 17, 2013 4:29 PM
I agree with this article that for companies to be successful sustainable, companies have to heightened level of consumer engagement. However, building relationships not only strengthens brand loyalties, but allows companies to tailor products to demand. Therefore, consumer engagement is a win-win scenario for both businesses and consumers.
Neungy Kung's curator insight, March 17, 2013 4:48 PM

I think this statement is true as it is the main thing that companies also focusing on consumers engagement as there should be a inter level between etailers and consumers, It is also true according to this article that consumers look at the price of the product first than consumer demand for sustainable practice as this is the margin of which they can afford to buy the product or not.

Vana Chatikavanij's comment, March 17, 2013 5:19 PM
I think that both of you are already covered what I have to say in mind. However, one important thing that I would also like to mention again is that, for a business to be successful in sustainability, it must gain the trust, loyalty and most of all UNDERSTANDING from their customer. No businesses will gain anything better than the understanding from their loyalty customer to help the company going and to being able to be responsible and caring for the sustainable world. With a highly understanding from customer and their engagement working together, the company will gain a better success in sustainability.
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Social Media as a Powerful marketing tool

Social Media as a Powerful marketing tool | Discussion for IMC | Scoop.it
How to use social media as a powerful marketing tool for your business.
Wit Kritcharoen's insight:

I agree with this article because if we used social media properly, it can be a very powerful tool for makerters to build their brand equity and advertising their products. However, social media can become a nightmare for companies, as mistakes form companies can go viral across the globe rapidly.

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Neungy Kung's curator insight, March 17, 2013 6:08 AM

I agreed that social media is a powerful tools as an interaction with customers and for companies to promote their brands and products. Mostly everyone has an excess to the internet as it is important for today's world. Companies needed to market their products by creating communities to make consumers know about the products and become more attractive to the products or brands.

Vana Chatikavanij's comment, March 17, 2013 6:11 PM
Definitely agree!!! Social media is one of the biggest tools for marketers to use these days. Building a strong brand and increasing brand awareness can be improve easier and faster with social media. However, good reputation or brand image will also be carried out by social media. If a wrong message has been send out, this will cause companies a big disaster as social media can spread out fast and can also be unstoppable.
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Consumer Trends That Will Impact Social Media Marketing In 2013

Consumer Trends That Will Impact Social Media Marketing In 2013 | Discussion for IMC | Scoop.it
To best reach your customer base, make yourself aware of these consumer trends that will impact social media marketing in 2013.
Wit Kritcharoen's insight:

We all have to admit that nowaday social media have become a powerfull tool for marketer to advertise their brand or communicate with their consumers. However, there are a lot of competitions in the social media, as lots of companies are trying to compete each other to attract the attention from the consumers. Therefore, frims need to look for the consumers trends toward social media.

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Neungy Kung's curator insight, March 17, 2013 6:41 AM

We all have to admit that social media become parts of our lifes as there are an important aspect that we can not live without it. I agreed with this statement "consumer trends will impoact social media marketing" as consumers have different type of aspect and usage of social media so companies have to adapt and change to consumer trends to be able to compete with each other.

Vana Chatikavanij's comment, March 17, 2013 6:33 PM
Yes social media has become a big part of our lifestyle today. I do think that marketers can use social media to gain huge customer engagement in a short period of time. As from reading this article, I've found that it is true that Tweeter has become one of the most powerful social media to gain customer engagement as I have once visited a career expo in Auckland and found that Tweeter has help many companies to get in touch with their customer easier and also help them to learn about their consumer behavior. By following the trend of the social media in today's society can help companies to find out real thoughts from their customers.