Markenführung durch Storytelling mit Twitter

The importance of social media for marketing is growing day by day, and with it the importance of microblogging services like Twitter. But how can companies harness this tool for their brand management? And what potential does Twitter, with its maximum of 140 characters per message, offer for using storytelling in brand management? These questions are answered in this paper using the wine industry as an example. To this end, the basics of storytelling and brand management are first explained in an understandable way. To take a comprehensive look at the topic, n=635 tweets from four different Twitter accounts were examined in 2009. A subsequent SWOT analysis and qualitative expert interviews provide further in-depth results. This work offers both food for thought and recommendations for action for companies that want to exploit the potential of the.