Twitter’s What’s happening? tagline

Exhibit 15.0   Twitter’s “What’s happening?” tagline stands for “what’s happening in the world and what people are talking about right now”.


What’s happening? As suggested by the tagline, Twitter connects people with moments that are happening.

It is a microblogging and social networking service where users post and interact with messages known as “tweets”. A powerful marketing medium it has emerged as the number one social platform for government leaders.

Twitter is among the most potent tools used for mobilizing support for social/political causes that sometimes incite violence. This has led to calls for regulating Twitter alongside other social media sites.

Indeed self-censorship is the big challenge that Twitter is currently facing. The company’s stand on free speech is summed up by the following statements on their website, relating to their purpose and principles:

“It matters to us that people have a free and safe space to talk. That’s why we’re constantly improving our rules and processes, technology and tools”.

“Freedom of speech is a fundamental human right — but freedom to have that speech amplified by Twitter is not. Our rules exist to promote healthy conversations”.

Twitter’s scale and impact can be gauged from the following statistics (Source: hootsuite 2019):

  • 500 million tweets (5,787 per second) are sent every day.
  • 326 million users every month.
  • 80% of twitter users are affluent millennials.
  • Twitter is the number one platform for government leaders.
  • 75% of B2B businesses market on Twitter and 65% of B2C.

This chapter focusses on the use of Twitter for business and consumer marketing. In this context, Twitter is a site for engaging with customers, and generating leads and sales. Centred on what’s happening, it is a powerful marketing platform to announce events such as product launches, engage with consumers, build awareness, and generally communicate and connect with a target audience. It is also a useful research platform for marketers to study how people view their brands and their competitors’ brands.

Often described as the SMS of the internet, Twitter facilitates real-time engagement and can be effectively used for personalized services and one-on-one communication, including customer feedback.

You will learn about these perspectives in the sections that follow.


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What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools

Marketing has changed. More so in practical terms, and marketing education is lagging.

The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.

That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.

MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.

The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.

Dare to Play

Dare to Play

Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.

But be careful. There are plenty of toys that masquerade as simulators.

Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.

While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.