Taco Bell has been killing it on Twitter, creating a hip, fun presence to turn customers into evangelists.

More and more brands are marketing themselves via short-form social media like Vine, Twitter, Instagram, Instagram video and the newer platform Snapchat. They are not marketing by broadcasting their silly old messages but by treating their prospects and customers with respect, engaging with them directly through brief snippets of conversation, personality and humor. But it’s not just for fun: Consumers who engage with brands via social media demonstrate a deeper emotional commitment to those brands and spend 20 to 40 percent more than other customers, according to a report from Bain & Company.

Continue reading… “2014 marketing trend: Small messages make a big impact”