Читать книгу The REAL TRUTH About Social Media - FastPencil Premiere - Страница 8

Whole Foods Market joined Twitter on December 4, 2008. They saw the platform’s potential and got in early, and they are reaping the rewards—much like riding a new, breakout stock. What Whole Foods has achieved in 36 months is impressive. As of this writing, they have amassed almost two million followers. Klout, a service that measures online influence, scores them 73 out of 100, which is high. Thousands of people have “listed” Whole Foods on Twitter, which means those people genuinely value what the company has to say (probably because they put out good, relevant content like “How to pick the perfect tomato,” rather than gratuitously marketing to their followers).

Whole Foods leverages the social platform brilliantly for customer service, stating on their profile: “Ready to answer your questions Mon-Fri 9am-5pm CST!” They have tweeted over 16,000 times, sometimes as often as 20 times a day. They offer Twitter-only promotions; they empower individual stores to use the platform; and, they engage media and partners through the platform. If you want to understand how to use Twitter for your business, take a look at: http://twitter.com/wholefoods.

Actionable insight (business): Make sure your organization’s Twitter page has three things: 1) A branded background consistent with the look and feel of your website. 2) A “profile bio” that conveys your brand’s key message point and call to action, and 3) A link to your website. For more advanced users, design a specific social media “landing page” on your website for people from Twitter, Facebook and YouTube so that you can craft custom messaging—and measure traffic and engagement from your social media efforts. This landing page should be consistent with the look and feel of your website, but should have all of your social content in one page (Tweets coming through, Facebook posts and YouTube videos). Those platforms have widgets and feeds that allow you to embed content right into your website. The page should also speak directly to social media users and should present specific offers to them as well. For example, “For our Twitter followers only: Book a tour this week and receive 20% off!” Or, “Upload a video about us to your Facebook page and get a free pound of coffee with your next order!” Be creative. Have fun. Engage your audience. Don’t merely message them.

Actionable insight (personal): Visit www.twitter.com and sign up. It’s free. It’s fast. And, you can send out your first tweet within a couple minutes. Granted, you won’t have any followers right away, but tweet your cards right and you most certainly will. Remember: Twitter is not just a broadcast outlet, it’s a content aggregator. So search for organizations and people from whom you want to hear, visit their pages and click the “follow” button. This will “push” all of that aggregated content into your timeline for you to enjoy whenever you want, and as people receive notifications that you’re following them, they’ll be more likely to check out your page and reciprocate.