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For Retailers continued from page 95
harness Twitter’s power. Here’s how to leverage the service the right way: 1) Personal Before Profes-
sional. If you’re new to Twitter, create a personal profi le before you create one for your business, to learn the ropes. More impor- tantly, develop relationships and trust within your online communi- ty and encourage your employees and business partners to do the same. After time, transitioning to a business profi le will result in a bigger and more effective splash for the brand you’re introducing. 2) Temper Your Tweets. The
biggest mistake made by Twitter newbies refl ects the most widely
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Andy@StyleInFashion.com
321 Olympic Blvd., Los Angeles, CA 90015 Fax: (213) 624-2115, (213) 488-3398 E-mail:
Andy@StyleInFashion.com
website:
www.StyleInFashion.comwebsite:
www.StyleInFashion.com
website:
www.StyleInFashion.com 321 Olympic Blvd., Los Angeles, CA 90015
Fax: (213) 624-2115, (213) 488-3398 E-mail:
Andy@StyleInFashion.com
96 May 2011 COVER STORY
given bad advice, and that is, don’t overwhelm your new friends and followers with a barrage of tweets that serve no other pur- pose than to repeatedly herald your presence. To start, release only a handful of meaningful, in- sightful, or funny tweets daily. 3) It’s Not All About You.
Remember that Twitter is a com- munity, and if you strictly post promotional content, you’ll not only fail to become an accepted member of the community, you’ll never build a trusting base to rec- ognize your best stuff. Share links and interesting information that’s important or somehow pertinent to your audience. 4) Customer Relations
Equals Public Relations. Suc- cessful small businesses use Twitter for customer relations with a process that begins by asking customers to follow you on Twitter. Place your Twitter handle on your website, business card, and other social media profi les, emblazon it on receipts, and even mention Twitter verbally at the point of sale. If you already have custom- ers, engage them on Twitter and keep them apprised of happenings at your business. You may just be surprised by the results. 5) Don’t Auto-Direct Mes-
sages. Contrary to what many so-called marketing wizards ad- vise, people are not joining Twitter for the joys of receiving spam. If you can’t send a personal mes- sage to those who kindly follow your account, don’t provide a cold, automatic message in its place. 6) You’re The Tortoise, Not
The Hare. Much like Rome, a thriving Twitter presence isn’t built in a day, and building your own community takes time and
continued on page 98 INDEPENDENTRETAILER
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