Twitter has had an extraordinary year by any measure. Regardless of the headlines, though, leading brands continue to invest in the platform to achieve a variety of marketing objectives and insights.
Twitter?s open nature lends itself to this approach. As Insightpool CEO Devon Wijesinghe put it recently:
Twitter plays an influential role in public discourse. It captures people?s attention and engages them, particularly around high-profile events and meaningful moments. That?s why Twitter lends itself to a variety of use cases for brands seeking to connect with prospective and previous consumers.
Here are just a few recent examples of Fortune 500 brands in quick-service restaurants, telecommunications, fashion, retail, consumer packaged goods and financial services–each making the most of Twitter. A QSR increased awareness of new items on its breakfast menu. Breakfasts have always been tantalizing for fast-food chains, but providing it is notoriously difficult. When a QSR challenger jumped into the game recently, it deployed Twitter to maximize awareness during the restaurant?s hours of operation, with content encouraging people to stop by for meals throughout the day. A tool paused Twitter ads promoting breakfast items after 10 a.m. and automatically turned them back on at 6 a.m. the following day using Twitter?s partnership with Oracle to target multiple audiences of people who frequent fast-food restaurants, who spend money at competing QSRs and who buy ready-mad...