Why do big businesses use Twitter?

About 20 years ago, when Air Jordans came out everyone knew who Nike, Michael Jordan, and the Chicago Bulls were. This was all because of marketing. Back then you had commercials on TV, billboards, and the radio. That was how you marketed to the consumer before the Internet. Since the invention of the Internet big business has used technology to improve products and services and to find better ways to find the consumer.

The reasons why big business use Twitter:

  • Send information to more consumers quicker
  • Build business brand
  • Spy on competition
  • Find out what consumers really think of products and services that the company offers
  • Be able to be a part of the consumers day to day needs


Marketing has always been about getting as much information to as many consumers as possible as quickly as possible. Marketing is also about spending as little money possible to generate business to increase profit margins. So if big businesses intent is to earn more money and spend as little as possible to make that money then utilizing social media such as Twitter would be much cheaper than taking out a billboard or other mass media advertisement that may not even target the consumers that would purchase or need the services of that company. With applications such as TweetDeck and the Vine, big business is allowed a much greater ability to target particular markets where goods and services would increase sales revenue.

For example:

U.S. Bank uses various social media applications to promote products and services to their customers. With Twitter, U.S. Bank is it able to connect with customers on a more user-friendly level then calling in customer service they are also able to address customer complaints and negative feedback about products and services in order to improve and make new services for consumers such as online bill pay. In addition, U.S. Bank is able to broadcast their community outreach that they do companywide throughout the United States. This is just a basic example of a corporate company that uses social media to showcase what they do along with positive publicity on a personal level.

Billions of dollars are spent a year on marketing to find products and services that will cause consumers to buy more. Businesses want to know what are consumers buying, what do they like, and what is important to consumers. Social media especially Twitter shows a glimpse of the day-to-day lives of consumers across the globe in a quick easy snap shot. On top of having such ease of access to the consumer mind, big business is able to personalize their response to widespread complaints. What use to take days 20 years ago takes only hours now, TweetDeck, Vine, and Twitter enable a business to cut marketing costs in half. It also enables public relations from big business to rapidly respond to major events that involve the company within minutes http://mashable.com/2012/01/17/business-social-media-progress/.

My favorite example of rapid response to a major event is the NFL responding to player scandal. I don’t think a player’s personal life has anything to do with how they play football however, it’s a great way to get people thinking about football by sending them a tweet in regards to said scandal. Plus, people want to know what the rich and famous are really doing. For more information check out