New Era Twitter Use

INTERVIEW:

For my IMC class we were asked to interview someone using Twitter for business purposes. I had the opportunity to ask Brian Wheeler of New Era Cap Corp. (based out of Buffalo) a few questions...

Company- New Era
Who- Brian Wheeler, Web Marketing Manager
Twitter- New_Era_Buffalo

How long have you been involved in marketing?

-I’ve been working in the public relations / marketing for the past 10 years. Previously, I’ve worked for the Buffalo Bills and Buffalo Sabres in internet marketing.

When did you join New Era and what's a typical day like for you?

-I joined New Era in July 2008 after spending five years running Sabres.com. My day-to-day responsibilities include overseeing all email marketing campaigns, all e-commerce operations on NewEraCap.com and all Social Media networks where New Era has a presence.

What is your biggest challenge working for New Era in this field?

-The biggest challenge is always staying active with current trends and web technologies. Strategies, tactics, best practices and user expectations change on a day-to-day basis. What was accepted as standard practice in internet marketing just three years ago is outdated by today’s standards. The challenge has always been to try and stay in front of the curve.

How long have you used a Twitter account for New Era?

-We began tweeting about six months ago, but didn’t increase our activity until about two months ago.

Why did you create one?

- Two reasons really. 1) Twitter is the fastest growing social media network on the web, and as a brand, you have to go where people are. 2) The application allows us to converse with fans or consumers on a one-to-one basis. It also serves as a vehicle for quick communication of corporate messages and selling opportunities, while being very cost effective.

How has Twitter helped New Era?

-Pretty much what I said in the previous question. It’s a communication tool and a way for us to get our message out to a mass audience.

What other social networking devices does New Era utilize to get in touch with its clients?

-We use a variety. Facebook, Myspace, YouTube, Metacafe, Coolspotters, etc.

Brian J. Wheeler

Web Marketing Manager
New Era Cap Co.