In a recent article on Open Forum the “Return on Relationships” is discussed. A “return on a relationship” would be seeing a gain based off of who you follow and who follows you on Twitter, in regards to this article. Two large companies are profiled, JetBlue Airways (a major airline) and Duane Reade (a drugstore chain in New York).
One of the key factors that both companies accomplish on Twitter is to be customer oriented or “customer obsessed” as stated in the article. JetBlue does contests, charity drives, shares travel photos from followers and replies to customers with a personal touch. Something that helps them to stand out in their industry is that even though they have many followers, they are also following their customers too. On their twitter page today the first two posts were about their charitable efforts, helping to build playgrounds and reaching their goal of donating 100,000 books to kids in need.
Duane Reade focuses on photos and videos. From the city they call home, to funny pet pictures, they post it all. They also take it a step further and tweet about local events, even if it does not have a direct correlation with their company. When I took a look at their page today they had promoted a circus performance the night before and the first 5 posts were all images (I am including their pinned tweet in this number).
Take a look at the full article here for more tips and to see some other ways JetBlue and Duane Reade are customer oriented.
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