CoTweet and Emotional Marketing

Thanks NExt GReat Thing for yet another twitter innovation

Every day, more platforms are developed to connect brands and customers via the Web. At last week’s NY Tech Meetup, the founders of CoTweet asked the 400+ attendees whether “brands belong on Twitter.” Most everyone raised their hands, which to us signaled an openness towards brands among the tech community (or at least a “don’t bite the hand the feeds you” sentiment).

Since Twitter is the latest “craze” among marketers, CoTweet (launching soon) focuses on making it easier for brands to manage their accounts. Indeed, while some companies have excelled at microblogging, it requires vigilant monitoring and instant intelligence. For many others, it’s been a cumbersome proposition.

CoTweet looks to solve this by allowing multiple users to manage one Twitter account. The service tracks exchanges through a case management tool and allows updates to be easily be scheduled. Labor can be divided amongst employees, tapping the collective wisdom of people across areas like marketing, PR and customer service. You can also assign tasks and track followups. To keep the conversation personable, a “^signature” mark makes it clear who is speaking behind the brand.

This last aspect, we’ll call it Emotional Marketing, is perhaps the most salient. On Twitter or wherever else they have a “presence,” brands should strive to be multi-dimensional. (This is something we are exploring through mobile with our Stream Teams.) Brands are, after all, made up of many different people, and these people are their most valuable asset. Too often, though, they tend to act as single-faceted facades online, staying “on message.” But as brands now strive to be accountable, transparent, and consumer’s “friends,” they cannot overlook the importance of “keeping the conversation personable.” Seeming more “human” can help brands form emotional bonds with consumers, the strongest kind. As brands continue to evolve in the social-digital space, platforms like CoTweet that let many voices do the talking will become increasingly essential.

CoTweet.com