Can you communicate with your customers in 140 characters? Kate Kaye reports in her post today on Clickz how more and more companies are using Twitter for engaging in customer service, branding, and corporate culture-building.
Kaye gives examples of a number of brands using Twitter but the most notable of the bunch is Zappos, the online shoe store. Zappos CEO Tony Hsieh, says “It’s not about marketing. It’s about building relationships, and it’s about being real and transparent.” Zappos has over 26,000 followers on Twitter, and over 400 staff members tweet, too. See Hsieh’s, Beginner’s Quick Start Guide and Tutorial to Using Twitter.
Also worth noting is Marketing Executives Networking Group’s (MENG) November 2008 survey, which reports 85.4% of the executives cited customer engagement as the main benefit of social media marketing.
Olle Bälter a contributor to William Jones’ book Keeping Found Things Found: The Study and Practice of Personal Information Management, expands upon Guy Kawasaki’s post about effective emailing. Bälter writes that it’s not uncommon for people to receive as many as 60 incoming email messages a day, and that recipients will most likely read and respond to short, clear messages. He suggests using the subject line effectively–possibly pose your question in the field, and avoid unnecessary text in the message.
With so much information vying for our attention, less is often more. For 2009, if you’re not already using Twitter, you might consider giving it a try. See if you can gain the attention of your customers, and build stronger relationships with 140 character messages. Experiment too with writing more concise email messages. If you already have experiences you’d like to share, tell us about them.