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市场营销 | marketing | 마케팅

Milking it for all its worth

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As Twitter has been used for corporate identities (here’s my employer Waggener Edstrom’s Twitter feed), it has become the frontline in the battle between corporates and stakeholders. Janet from Exxon was the first high profile case of a citizen allegedly pretending to be a brand on Twitter.

Comment from Cow PR pointed out the risk that FTSE 100 firms were running by not taking hold of their namesake Twitter accounts before their badvocates did instead. You can read the full article in PR WeekTwitter alert to FTSE firms by Kate Magee (August 7, 2008).

Stephen Waddington and the gang at Rainier grabbed @cowpr since Cow didn’t already have it and offered to hand over the account to Cow if they emailed and asked for it. You can read the post on the Rainier blog.

Dirk Singer went into crisis response mode:

Hello Alan,

What kind of idiots would release a Twitter story without claiming their Twitter ID?

Er…not us: twitter.com/thisiscow

BTW, original post all about social network IDs is here http://www.thisisherd.com/2008/08/major-brands-at-risk-of-brand-jacking.html

#1 Dirk Singer (Homepage) on 2008-08-07 21:32Reply

Nice try and I would indeed have been a prize idiot had I put out a story about Twitter without a Cow Twitter account!

Sadly we don’t refer to ourselves as Cow PR…plain old Cow will do nicely!

You’ll find us here twitter.com/thisiscow…or actually here twitter.com/dirkthecow

BTW…you did remember to register the Rainer PR ID before posting this, right?!

So whose right? Rainier or Cow/Herd/This Is Cow? Well both, Dirk is correct in the kind of narrow truths that lawyers and corporate spokespeople specialise in.  However cowpr.com also links to their home page, here’s a screenshot I took earlier this evening. Look at what the meta data tags put at the top of the browser ‘Cow PR – We’re not sheep’.

cowJPG

And there are countless rolodex’ across the industry which feature the following business card.

Cow vs Herd?

Ultimately your brand is partly forced upon you by external stakeholders. For example, Apple was Apple in the eyes of customers way before the company changed its name from Apple Computer.