For Smaller, Independent Brands, How Tweet It Is

Abstract

At first blush, a greeting-card company like Hallmark would seem to have it all over an outfit like Someecards. But when it comes to Twitter, the profile reverses itself. Hallmark has 2,017 followers. And Someecards has 1.7 million. Witness a curious dichotomy of social media: While most brands are now tweeting as a way to reach consumers, the biggest ones with the most resources are often left in the dust by the indie brands with a fraction of their market share. Meanwhile, some small brands don't boast massive followings, but nonetheless say that Twitter is a marketing lifeline-quick, targeted and (best of all) free.