As Twitter continues to become more a part of our lives than ever, some of the world’s largest brands have set a standard for excellence in social media management, networking, and customer service. Twitter helps you interact and in fact, encourages it. Learn from some of the world’s top brands as they manage their Twitter accounts to the full extent of the benefits available from this social network.
There are some brands that have taken excellence in service to new heights utilizing their Twitter accounts. Here are a two of them.
Impressive Twitter Branding
Many brands have created shining, impressive tools for their business interactions on Twitter.
Back in December of 2011, DigitalEthos covered some of the incredible interactions that Jet Blue had shown with their impressive listening skills in relation to their customers on Twitter in our Four Important Lessons Behind Successful Brand Marketing on Twitter article.
The airline industry is one where you will find it hard to come by a ‘happy’ or positive tweet. JetBlue’s forward-thinking approach to proactive listening has proven a very effective strategy for their industry. Morgan Johnston, manager of Corporate Communications at JetBlue, shares that their philosophy is that Twitter is a great tool for talking to many, but it may be even better for listening. Morgan states that their role on Twitter is driven solely by the request of their followers.
JetBlue employees several customer service reps on their Twitter account. However, they also encourage each rep to take their own character and personalities into their interactions with customers. They encourage their reps to be realistic in their replies while trying to make the customer as comfortable and informed as possible about their travel issues while flying with JetBlue.
Stats: 1,682,110 Followers/111,142 Following
At Wholefoods you can meet the expertise of Marla Erwin, the interactive Art Director at Whole Foods. Marla tweets on topics such as environmental elements to food education and more. Marla believes that hearing what consumers have to say about Whole Foods is the most important. At Whole Foods they also have Winnie Hsia behind the helm who handles many inquiries on Twitter as well as blogging on the Whole Food blog and posting those links. Both agree that Twitter has been an excellent business tool for supporting and answering consumer’s queries.
Whole Foods has a few methods for keeping their followers engaged. Tweet of the Day contest and quick and easy discounts keeps their Twitter fan base encouraged and even the fun of a marriage proposal carried out on their Twitter account endeared many who felt it was a special event to be a part of.
Whole Foods has learned a lot about how important localized information can be and has a focus on getting more local information that will be tailored to specific cities or even individual stores.
Stats: 2,940,305 Followers/556,548 Following
So what are these brands getting from their fantastic social media accounts? Well, if you think it is money, think again. Check out this very basic video that explains the benefits of utilizing tools like Twitter for their brands.
One of my favorite stories from Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (& Other Social Networks) by Dave Kerpen
I was standing in line to check in at Las Vegas’ then-trendiest hotel in town, the Aria Resort & Casino, for nearly an hour. It was June 2010, and I had just arrived after a six-hour flight from New York. The last thing I wanted to do was waste an hour of my life waiting in line. Frustrated, I pulled out my BlackBerry and tweeted, “No Vegas hotel could be worth this long wait. Over an hour to check in at the Aria!”
Interestingly enough, the Aria didn’t tweet back to me, but a competitor did. I saw a tweet from the Rio Hotel & Casino just two minutes later. If you’re anything like most people with whom I’ve shared this story, you’re probably thinking, “What did the Rio tweet, ‘Come on over—we have no line.’?”
Had the Rio tweeted such a message, I would have likely felt annoyed by them, too, as if they were stalkers or some creepy characters looking to manipulate me and benefit from my bad experience. On the contrary, however, the Rio tweeted the following to me: “Sorry about the bad experience, Dave. Hope the rest of your stay in Vegas goes well.”
Guess where I ended up staying the next time I went to Las Vegas?
Branding on Twitter
There are so many vital elements for creating an impressive brand on Twitter. By now, you should have a good idea of the best steps to take by reading Digitial Ethos Twitter Series. In the end you want it to be an entire experience, it’s a strong argument that twitter in the one place to not micro target. Let your business or personal brand be visibility in all its varieties. If you come to twitter with the expectation that this is a communication tool your already a step ahead and while some would have you believe that there is one way to use it, in fact there are many ways. While it’s important to have a conversation, there is also value in the poster effect as well.
- Why You Should Be Using Twitter and 7 Random Benefits
- Getting Started on Twitter
- Using Twitter as a Customer Service Platform
- Using Twitter for Events
- Beneficial Twitter Strategies
- Real-Time Twitter Chats
- How to Get More Twitter Followers
- Brand Your Twitter Account with Your Avatar, a Background and YOU!
- How RadioShack Made Their Twitter Sponsored Trend Go Viral
- 10 Corporate Twitter Accounts Worth Following
- Zappos and Southwest Get Direct Engagement
- 40 of the Best Twitter Brands and the People Behind Them
- Four Important Lessons Behind Successful Brand Marketing on Twitter
- Social Customer Service: a mindmap of Bill Gerth (Comcast) & Morgan Johnston (JetBlue) presentations to the Burlington VT Social Media Breakfast (#BTVSMB)
About Basil Puglisi
@BasilPuglisi is a Content Contributor and the Chairman of the Board for Digital Ethos. Basil C. Puglisi is also the Digital Marketing Manager for PMG Interactive. As the Digital Marketing Manager he provides oversight and support to Digital Campaigns, from Website Development to Search and Social Reach.