Making Twitter work for brands
Brands are pretty busy on Twitter, but many of them are struggling to figure out how to make Twitter work effectively. Say Media has found nine brands getting it right in the 140-character universe, among them Whole Foods, whose Twitter feed it characterises as ‘fun, friendly, and full of useful information and interesting links’.
That’s not why Say loves Whole Foods, though – rather, it’s the constant customer engagement (about 90% of tweets), including thank yous, answers to questions and compliments.
And there’s Starbucks Coffee.
“Ultimately, for most brands, it comes down to customer service,” Say points out. “While Starbucks doesn’t tweet en masse too often, once or twice a day at most, the fact that they respond to almost every customer complaint or compliment is incredibly impressive. And it doesn’t hurt that they’ve mastered the art of flattery.”