The post below features some pretty well-known case studies, but if you are new to Twitter for Business, this is a great place to start.
Twitter has become a popular business tool for everything from Public Relations to Customer Relations Management.
It’s an integral part of business social media campaigns but because of its youth, Twitter strategies are still vastly misunderstood. To better understand how people are using it I decided to explore the three corporate stars of Twitter. I asked each to describe how they’re using social media in 140 characters.
One of the best things that Zappos did was create their twitter.zappos.compage. It shows their dedication to keeping in contact with their consumers, and gives people a rare look into the company itself.
What does this level of transparency bring? Trust. The less a company is perceived as a black hole the more people trust them.
When a business is no longer seen as a business but a friend, you overcome the distrust of online shopping. People feel safer using your site with their credit cards and know that returning something won’t be a hassle.
Not only are the Zappos employees easy to contact but the CEO is using it consistently. Tony doesn’t only push out press releases, but instead talks as if he were any other employee. He’s the point man for delivering discounts and conducting research for Zappos on Twitter.
Their use and the Zappos Twitter page has created an online fan base. Not only are they able to generate buzz quickly but they’re able to take care of PR problems right away. If you don’t think Twitter, along with great PR, hasn’t helped make Zappos what it is it now, you’re sorely mistaken.
Scott has taken Ford’s social media campaigns to a new level and have really used Twitter as a major part of the strategy.
Ford introduced multiple Twitter accounts based on what they talk about. You can follow @forddriveone, @fordtrucks, or @forddrivegreen depending on what you want. Not only that, but Scott has said before that each department will have a team sending out messages and chatting on Twitter.
They’ve used Twitter to create a strong customer relationship. Scott has been known to generate buzz about new launches (for example, the new Mustang) and is quick to track any Ford mentions.
The brand’s social media strategy spans beyond Twitter and is also targeted towards bloggers. For example, they have invited bloggers to events. Twitter allows them to keep in touch with these bloggers and the Internet-savvy fans of Ford.
Comcast has taken customer service and super-sized it with Twitter. Frank is in charge of @comcastcares, which is the company’s response to some public relations mistakes of past.
Frank monitors Twitter for any mention of Comcast and works to quickly alleviate any issues. At the same time, he offers great customer service.
The brand uses Twitter for customer service, and with it, public relations. By quickly resolving any problems people might have, they save themselves from having an Internet public relations fiasco.
It’s smart because many of Twitter users are bloggers and business owners, and we know the power of bloggers and how a minority can make a lot of noise.
Twitter’s ability constantly monitor people’s feelings lets brands target aggravated (and happy) customers. You’re able to create a relationship based on helping them use your product and letting consumers know just who you are.
Using it to mold and grow relationships means better public relations, more brand evangelists, and more customers.