What for a brief period was exclusively the domain of celebrities and the media – 1 million Twitter followers – is now increasingly within reach of corporations. Jet Blue (@jetblue) surpassed the coveted milestone on August 5 and offered 20% off all flights booked that day. Go figure you’d have to be following them on Twitter to learn about the offer quick enough to act on it. (Sorry, this blog is being posted a day too late.)
For many businesses, Twitter isn’t just the fad of the day – it’s become the front line of customer service and is contributing directly to the bottom line. Some companies, like Wells Fargo (@Ask_WellsFargo) are using Twitter as an interactive help desk to answer customer questions. Others, like Dell (@delloutlet), are utilizing Twitter to publicize sales, coupons, and special offers. Dell sells refurbished systems via @delloutlet and early this year attributed $3 million in sales to Twitter.
For JetBlue, the opportunity lies in the ability to respond to disgruntled customers quickly and convert them into brand ambassadors. The strategy is wise, considering that the viral nature of Twitter means that one negative tweet can quickly be seen and passed along by hundreds, if not thousands, of people.
Twitter isn’t just for consumer brands. It’s also a thought leadership platform to share a unique point of view, engage your core audience, attract new talent, reveal your company culture and lead the industry conversation. That’s what we’ve tried to do as an agency at Braithwaite Communications (@beontheball) and that’s what we’ve encouraged our clients to do.
Not sure where to begin? For starters, check your brand’s pulse in real time on www.twitter.com. Need help? Give us a shout.