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To Tweet or Not to Tweet

March 26, 2013

So let’s say you are ready to join the social web. You’ve done your research, you know what you want to say and you know what you want to achieve.

Now you face a really tough question: where do you go?

  • Do you jump into the 140-character message world of Twitter or do you focus on the far larger universe and messaging capability of Facebook?
  • For current and prospective associates is LinkedIn the right site?
  • Or do you want Pinterest or Tumblr or any of the countless other sites that increasingly populate the social web?

The reality is that you may choose one or two or you may choose them all. Yet you have to use each network differently to build a record of success.

Luckily Untangling the Social Web, the newest report from the Coca‑Cola Retailing Research Council of North America, can help you navigate the choices. Through a series of questions probing what you are trying to do and who you are trying to reach, the report helps you determine your direction and offers tips on how best to use the various networks.

As previous parts of the study have shown, the social web is an increasingly important force in how customers and associates communicate and share opinions. And today a staggering number of people around the world tune into their social networks repeatedly each day.

All seven parts of the study are available for downloading at http://bit.ly/UntanglingtheSocialWeb. Parts 6 and 7, along with an accompanying executive summary, detail the steps companies need take to determining how best to use the social web and make the choice of which network to use.

Michael Sansolo

Research Director

Coca‑Cola Retailing Research Council of North America