While Eurostar has a Twitter account, its handle is little_break, which is linked to a marketing promotion for the company. According to the Brand Republic Blog, the Twitter handles eurostar and eurostar_uk are not related to the company. The eurostar handle is based out of Shanghai and the eurostar_uk handle doesn't exist according to Twitter.
People looking for updates on the crisis who weren't familiar with the promotion would have been mystified searching for Eurostar and discovering that it doesn't "exist."
We Are Social claims they urged Eurostar to claim its name, but that was pushed onto the 2010 to-do list. I can hear a client saying that. Clients always tend to move cautiously; with Social Media even more so.
So what's the takeaway here?
Claim your name!
Do it right now.
Bill Salvin
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