When was the last time you heard about a company having service problems and instead of receiving vicious customer complaints, customers were sending messages of love and support!
Well such is the case with Twitter. Less than two years old, Twitter has become a household name and cultivated huge brand loyalty.
The company is experiencing “brand” breaking growth that could be the kiss of death for other companies…but not for Twitter. In fact the fail whale symbol that tells you Twitter is having trouble has become an icon. It can be found on t-shirts, coffee mugs and even tattoos!
So what is the secret to Twitters’ success?
Emotional Attachment
Probably more by accident than on purpose, Biz Stone and his Twitter team created an experience that serves up massive emotional attachment to Twitter. Everyone likes to have fun and to feel part of something bigger than themselves. And Twitter delivers this experience almost effortlessly.
Zig Ziglar, world renowned sales trainer says “People usually buy on emotion and justify their decisions with logic.” If the massive number of people signing up to use Twitter is an indication of this, people are feeling very emotional about Twitter. Forget about any performance problems…I want in on the action!
The essence of Twitter is a lean mean emotional bonding machine. Sending and receiving tweets all day and night creates an opportunity to literally get inside of somebody’s life and share your own. Your social world morphs from the 25 mile radius of your house to the world.
Suddenly you find yourself saying to a friend “This tweet from Shaq‘s a hoot! He’s a pretty funny guy.” “Or hey I just got a tweet from Brittany Spears and she’s writing a new song.” You FEEL connected and cool because you have the inside scoop on people that you would otherwise never know. And nothing is coming between you and your Twitter!
It FEELS Like Love!
Add to that the fun of creating your Twitter page and tweets, the whimsical graphics and messages from Twitter and you’re in love. So of course if anything goes wrong with your beloved, the natural reaction is to defend and help. This brings us back to Twitters’ secret to massive success…emotion.
Do you agree…is emotional attachment the secret to Twitters’ success?