I was reminded last night while watching the Super Bowl that more brands are talking. They are not only speaking directly to people on Twitter and Facebook, but also to each other. All were trying to capture real time moments in their prose, hoping to capture mindshare.
Hashtags also were essential in messages, and there are some great scorecards of how brands did here and here.
I love that brands of all sizes are given an equal platform on Twitter to communicate. Obviously customer service has become a central use case for Twitter, but it affords anyone with access the ability to communicate.
These platforms allow the smallest startups to build trust, evangelize their products, and hopefully build something valuable over the long term. I don’t know of a case where a brand has invested in this type of customer community building and it has not been helpful. Sure there are gaffs and folks that don’t get it, but once its happening correctly its invaluable to the company or service.
There are many ways to communicate with brands you love, and take action with brands you have issue with. I think this type of communication is great and whether or not the brand has a small personality or millions of followers. Being able to actively speak to your customers when they are not on your site, in your store, or using your software – but at a moment where they need you is critical.