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Twittering from the Field and the Bench

By: Pierce Mattie
Posted: July 6, 2009, from the July 2009 issue of GCI Magazine.

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One such review on the blog “Butterfly Diary” was seen by a producer for CBS’ The Doctors, a daytime talk show featuring a panel of four practicing medical professionals, who then used Purple Lab’s gloss on the show. That product placement resulted in several retailers contacting Robinovitz to inquire about selling Huge Lips Skinny Hips in their stores. Robinovitz credits Twitter for this, as it was through this social media outlet that she first connected with the blogger behind “Butterfly Diary.”

Robinovitz’s advice to those in the beauty industry looking to leverage Twitter? “Conversation is key. Be a person, a real voice behind your brand’s profile. Avoid being constantly self-promotional, and instead humanize your company. It will result in greater brand awareness among the Twitter community.” Note, it’s important not to be solely a cheerleader for your brand—use the tool to improve and evolve the brand. Post questions when you have hit a crossroad in your marketing and are in need of outside advice.

Robinovitz believes that consumers today live in a distributive manner, and it is that repeat brand awareness that will keep your products in front of consumers most interested in your brand. This is seen most often when followers “retweet” (RT) something you tweeted. This puts a link to your profile in front of other Twitterers beyond your own followers as others also RT what was said. This will not only help with word-of-mouth, but it can also increase your number of followers.

Cosmetic chemists and R&D teams may find it beneficial to use Twitter to increase buzz around key ingredients going into a product, to conduct research using Twitter followers as a quasi focus group, to discuss non-confidential items and to keep their finger on the pulse of the industry. Keep in mind that a consumer poll on Twitter should not go into your latest press kit.

So What Do I Tweet About?

Where to begin is always the biggest stumbling block for anyone looking to use Twitter effectively. Perry Romanowski, a cosmetic chemist for 17 years and contributing writer to “The Beauty Brains” blog (www.thebeautybrains.com), shared five ways he is using Twitter: