The early bird catches the news Nine things you should know about micro-blogging英文精品课件.pdf
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Business Horizons (2011) 54, 105—113
/locate/bushor
The early bird catches the news: Nine things you
should know about micro-blogging
Andreas M. Kaplan *, Michael Haenlein
´
ESCP Europe, Avenue de la Republique, F-75011 Paris, France
KEYWORDS Abstract Micro-blogs (e.g., Twitter, Jaiku, Plurk, Tumblr) are starting to become an
Web 2.0; established category within the general group of social media. Yet, while they rapidly
User-generated gain interest among consumers and companies alike, there is no evidence to explain
content; why anybody should be interested in an application that is limited to the exchange of
Social media; short, 140-character text messages. To this end, our article intends to provide some
Micro-blogging; insight. First, we demonstrate that the success of micro-blogs is due to the specific set
Twitter; of characteristics they possess: the creation of ambient awareness; a unique form of
Ambient awareness push-push-pull communication; and the ability to serve as a platform for virtual
exhibitionism and voyeurism. We then discuss how applications such as Twitter can
generate value for companies along all three stages of the marketing process: pre-
purchase (i.e., marketing research); purchase (i.e., marketing communications); and
post-purchase (i.e., customer services). Finally, we present a set of rules–—The Three
Rs of Micro-Blogging: Relevance; Respect; Return–—which companies should consider
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