The Bottom Line on Real-Time (Part 1 of 5)

Steve Rubel focuses on finding the business value of Twitter, and asks each of the panelists to explain how they got started on Twitter, and what their approach is to using this platform.


  • Bert DuMars, Vice President E-Business and Interactive Marketing, Newell Rubbermaid
  • Marla Erwin, Interactive Art Director, Whole Foods Market
  • Doug Ulman, President & CEO,
  • Moderator: Steve Rubel, Senior Vice President, Director of Insights, Edelman Digital

Whole Foods started on Twitter with a very limited presence, which soon grew into a staff of four working on the Twitter account, posting 50 tweets/day, mostly focused around customer service, with a few promotional tweets. Out of 300 stores worldwide, 275 have established their own Twitter presence.

Doug Ulman of Livestrong was a big skeptic of Twitter, but feels that the ability to engage people in real-time who care about Livestrong’s mission has changed what the nonprofit does on a daily basis. He feels that Twitter has changed philanthropy and allowed nonprofits to be authentic and transparent in real-time.

Bert DuMars works more with brand-building and manufacturing, and is often a step away from the consumer. He found that a Twitter presence really helped with brand-building and community building for many of his brands (has ~30 brands with accounts on Twitter).

This video was filmed at TWTRCON NY on June 14, 2010.