Two Big Brand Twitter Strategies
By Anna Johnson on March 11th, 2009According to Electric Artists’ Twitter Tracker Zappos and Wholefoods are the most popular brands on Twitter in terms of followers. So… just how are Zappos and Wholefoods making the most of Twitter?
According to ClickZ, Zappos (which as of writing has 197,763 followers) and Wholefoods (195,624 followers) take decidedly different approaches to Twitter. This is instructive in showing that there isn’t necessarily a ‘right’ way to make the most of the service.
Zappos’ Twitter account is manned by Zappos CEO, Tony Hsieh, and is more of a ‘traditional’ Twitter account. Mr Hsieh uses Twitter as more of personal micro-blog than an official corporate communications vehicle.
As such, the Zappos Twitter account features Hsieh sharing all manner of thoughts and observations, ranging from oversleeping and missing a plane flight, to the Wall Street Journal linking to one of his blog articles.
Wholefoods’ approach is vastly different. Its Twitter account is essentially an extension of its customer service department where it answers customer questions. As such the Wholefoods account is full of answers to questions, such as the kind of eggs Wholefoods carries and whether or not all its stores are observing ‘Earth Hour.’
Neither Zappos nor Wholefoods use Twitter to specifically promote their companies or products and services. But, of course, they are indirectly promoting themselves by virtue of, respectively, building relationships and informing customers.
Source: Tessa Wegert, “Twitter Marketing Successes,” ClickZ, March 5, 2009
