Push and pull approaches to using Twitter as a marketing tool

@inproceedings{Saulles2015PushAP,
  title={Push and pull approaches to using Twitter as a marketing tool},
  author={Martin De Saulles},
  year={2015}
}
Most large companies now use social media platforms for a range of purposes and with varying results. At the heart of many of these efforts is the objective of influencing consumer behaviour. However, the success of these initiatives is very patchy in terms of raising brand awareness and driving sales. This is partly due to the relative novelty of such platforms but also because engaging with customers and prospects in these interactive environments presents new challenges to companies which… CONTINUE READING

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