Opinion: From our Readers - Did KFC overplay the Twitter effect?

KFC recently demonstrated the power of Twitter for consumer brands. Or did it?

A KFC voucher hit Twitter and the result was a huge upturn in sales and so many web hits that the KFC site crashed. Hurrah! Marketing has a new Mecca. The recession is over - all we need is a 140 character tweet.

Well, kind of. KFC's story is a great example of the newest marketing technique being credited for 100 per cent of a success, despite old marketing techniques being a crucial element of the project. The voucher might have been posted on Twitter but the story had already been on The Oprah Winfrey Show. That's the highest rated talk show in American television history and one of Time Magazine's top 50 most influential TV shows ever. Could it be appearing on Oprah made a difference too?

Twitter is a useful marketing tactic but it isn't the be all and end all of modern marketing. The PR people played their part by generating the plug on Oprah. I have no doubt the direct marketing, advertising, SEO, email marketing and point of sale people could illustrate their involvement as well. Twitter isn't yet the most effective medium a marketeer could be using today. Maybe it will be tomorrow.

Richard Stone, founder, Stone Junction.

- Email letters (200 words maximum) to prweekletters@haymarket.com

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