At The Partnership, we seek to become trusted advisors and realize we must constantly keep our eye on the new technologies so we can make recommendations when appropriate. Of late, I’ve have been fascinated by the “buzz” around the micro-blogging service Twitter. Earlier this year, Twitter enjoyed a 1,444% increase in members year-over-year and became the #1 global social network destination according to Nielsen Research.

I too felt compelled to Tweet and saw the average time on the site grow from 6 minutes in 2008 to more than 17 minutes in 2009. Frankly, I felt that if I didn’t Tweet, gain followers or follow someone else I would be missing out on something important.

Now, after reviewing some consumer research, it struck me that we all might pause a moment and try to uncover “the real” Twitter.

Questions I have include: Is Twitter a fad? How can a brand best use it to their advantage? How much infrastructure investment should we make to support Twitter?

Twitter is important, but I am forming the opinion it may be better positioned as a customer-service tool that helps fulfill on a brand’s promise or experience rather than as a marketing outreach tool. The following are a few data points to consider about “the real” Twitter.

• Researchers from Harris Interactive report “The media may be all abuzz about Twittering, but mainstream America is not hopping on the same bandwagon. Only 5% of Americans are currently using Twitter.”

• A recent Morgan Stanley report states “Twitter is not popular with teens” and its research found only 22% use Twitter while 99% maintain at least one profile on social network sites such as Facebook or MySpace.

• After the explosive 1,440% year-over-year growth, Nielsen Online Research reports “Twitter’s month-over-month member growth has begun to slow, increasing only 7% between April and May 2009. Time spent on the site has also plateaued.”
  

  
  

• Of greater concern to marketers is more than 60% of the people who sign-up for Twitter do not return the following month, according to Nielsen. Industry publication AdWeek reported “Twitter has a ‘No Return’ Policy” with US consumers.
  

After tweeting for a little over a year, I find there is a pretty small universe of people I really wish to follow. The following graphic does a great job of depicting my point-of-view as a follower.

So what is your opinion on Twitter?
Who do you follow? I’d love to hear about it.

The following is an update on recent developments at The Partnership-

The Atlanta Business Chronicle names The Partnership Top 25 Atlanta Marketing Services Agencies

So where can marketers turn for a glimpse into what colors are hot and what are not? Fortunately, Pantone^® – the global authority on color and color standards provides us with the answers via their seasonal Fashion Color Report. These reports are based on surveys conducted during New York Fashion Week and include representations of the most popular colors.

What colors are hot in the spring of 2010? According to Leatrice Eiseman, executive director of Pantone Color Institute, “Yellow has made its mark on fashion and spring will further this trend with gleaming Aurora. Reminiscent of the first glimpse of yellow as the sun begins to rise over the horizon, this shimmering, slightly greenish yellow adds a bold infusion.”

Nicole Fischelis, Fashion Director for Macy’s, commented on the importance of color, “While they may be more selective in their purchases right now, people still want to be excited and inspired by fashion. Color is arguably one of the most essential elements each season as it triggers the emotional ‘buy me’ reaction!”

So when you need to know what colors are hot you can consult an expert using Pantone’s Fashion Color Report. Click here for the Pantone Fashion Color Report Spring ‘10.

By Irene Tee, Hospitality Specialist

Crowne Plaza Hotels provides upscale, modern, informal and refreshingly unpretentious first-class hotel experience in over 170 locations around the globe. Business travelers know Crowne Plaza as The Place To Meet, but this hotel brand is also perfect for the leisure traveller. Our friends at Crowne Plaza are excited to announce the opening of four more hotels in the last quarter.

By Suzanne Brown, Coffee & Tea Specialist

A visit to the Asheville Farmer’s Market on the UNCA campus was not on my agenda during a weekend stay in Asheville. But like a good sport, I was soon on my way with friends, toting a cloth bag (gives new meaning to the bag lady) and a camera—no certified foodie travels without one. And as president of Les Dames d’Escoffier International this year, I am definitely a certified foodie.

With Michelle Obama planting a kitchen garden on the lawn of the White House, coupled with the nation’s concern over food safety and burgeoning sustainable agriculture awareness, city markets all across the country are bristling each Saturday with crops of flowers and produce. In many cities the local market experience is expanding with chef demos, kids activities, music, educational programs and more. Asheville is no exception to this trend. Under a cool Blue Ridge Mountain summer sky, we listened to fiddlers and guitarists as we wandered down the crowded path of canvas awning covered booths.

First stop for us was the chèvre booth where folks were vying to try no less than a dozen flavored homemade varieties. Mention dill, garlic bud, walnut and honey, basil and date, and you’ve only just begun. Fresh croissants, gluten-free pastries, strawberries, grapes, apple cider or pumpkins, there’s always something in season to bring you back every Saturday.

But I think what truly brings people back is a feeling of community. Not just the food, but seeing neighbors, meeting friends over a discussion of the latest tomato varieties, music, a festive atmosphere, and laughter. Americans are supporting healthy food habits by purchasing locally grown food. And, the growing popularity of these markets is not just a trend, it’s sustainable.

Thanks again Ed, when you’re right, you’re right.

By Irene Tee, Hospitality Specialist

There’s something a little different about Staybridge Suites. Call it a sense of belonging, a welcome that extends beyond the reception desk, a deep-down feeling that this is a place where you can relax, recharge, and get ready to get things done. It’s your hotel. No matter how long you stay. And that’s the kind of comfort that really can make all the difference. So it was no surprise to me that again in the first quarter of 2009, Staybridge Suites was ranked #1 in guest satisfaction in the Market Matrix* Hospitality Index ratings of upscale hotels. Congratulations guys! This marks the third first-place finish in the past five quarters for Staybridge Suites, which beat out a list of 23 competitors for the honor.  We’re pleased to be sharing this news with you.