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The early bird catches the news: Nine things you should know about micro-blogging

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  • Kaplan, Andreas M.
  • Haenlein, Michael

Abstract

Micro-blogs (e.g., Twitter, Jaiku, Plurk, Tumblr) are starting to become an established category within the general group of social media. Yet, while they rapidly gain interest among consumers and companies alike, there is no evidence to explain why anybody should be interested in an application that is limited to the exchange of short, 140-character text messages. To this end, our article intends to provide some insight. First, we demonstrate that the success of micro-blogs is due to the specific set of characteristics they possess: the creation of ambient awareness; a unique form of 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 when relying on this type of application.

Suggested Citation

  • Kaplan, Andreas M. & Haenlein, Michael, 2011. "The early bird catches the news: Nine things you should know about micro-blogging," Business Horizons, Elsevier, vol. 54(2), pages 105-113.
  • Handle: RePEc:eee:bushor:v:54:y:2011:i:2:p:105-113
    DOI: 10.1016/j.bushor.2010.09.004
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    References listed on IDEAS

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    1. James C. Ward & Amy L. Ostrom, 2006. "Complaining to the Masses: The Role of Protest Framing in Customer-Created Complaint Web Sites," Journal of Consumer Research, Oxford University Press, vol. 33(2), pages 220-230, July.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. Richard L. Daft & Robert H. Lengel, 1986. "Organizational Information Requirements, Media Richness and Structural Design," Management Science, INFORMS, vol. 32(5), pages 554-571, May.
    4. Joachim Vosgerau & Klaus Wertenbroch & Ziv Carmon, 2006. "Indeterminacy and Live Television," Journal of Consumer Research, Oxford University Press, vol. 32(4), pages 487-495, March.
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    Citations

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    Cited by:

    1. Paniagua, Jordi & Sapena, Juan, 2014. "Business performance and social media: Love or hate?," Business Horizons, Elsevier, vol. 57(6), pages 719-728.
    2. Tzu-Chun Weng, 2014. "Exploring Customer Knowledge from Social Media to Improve the Performance of Strategy," International Journal of Management, Knowledge and Learning, International School for Social and Business Studies, Celje, Slovenia, vol. 3(2), pages 261-279.
    3. Kaplan, Andreas M., 2012. "If you love something, let it go mobile: Mobile marketing and mobile social media 4x4," Business Horizons, Elsevier, vol. 55(2), pages 129-139.
    4. Kaplan, Andreas & Haenlein, Michael, 2014. "Collaborative projects (social media application): About Wikipedia, the free encyclopedia," Business Horizons, Elsevier, vol. 57(5), pages 617-626.
    5. Kaplan, Andreas M. & Haenlein, Michael, 2016. "Higher education and the digital revolution: About MOOCs, SPOCs, social media, and the Cookie Monster," Business Horizons, Elsevier, vol. 59(4), pages 441-450.
    6. Peng, Yala & Li, Jiajie & Xia, Hui & Qi, Siyuan & Li, Jianhong, 2015. "The effects of food safety issues released by we media on consumers’ awareness and purchasing behavior: A case study in China," Food Policy, Elsevier, vol. 51(C), pages 44-52.

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