Dunkin’ Donuts is a business that, when it is working well, becomes a part of a consumer’s day-to-day life.  As such, it finds itself appearing in the vast stream of consciousness of Twitter.  By being active on Twitter, Dunkin’ Donuts can keep a pulse on how they are being perceived by their target base.  They are able to converse with their customers, and have another FREE venue for announcing promotions and new products.

Almost any end-consumer business can benefit by this example.  While Twitter is still not a good way, in my opinion, to grow your base or reach a lot of new customers, it is a great way to connect with and cultivate your current base.

The article goes on to talk some mumbo gumbo ad speak that makes all big agencies feel good, but I like to put things in laymens terms for the “common joe” to understand, so here goes. Big advertisers like Starbucks, Dell and Whole Foods have found a cheap (can you say FREE) way to keep people engaged with their brand. A cheap way (FREE) to distribute coupons and special offers. Better yet, they are distributing these to “connected” people. People who will tell other people how great they are.

If Social Media does become one big coupon book, watch out Newspaper, Magazine, Radio, TV and Direct Mail (to name a few). The old school push model of coupon distribution may just go the way of the VCR.