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Why retailers prefer Twitter over Facebook as a marketing tool

Why retailers prefer Twitter over Facebook as a marketing tool

By UTalkMarketing's Melinda Varley.

New research from dotCommerce has found that 26% of retailers have a Twitter account – slightly more than the number that had Facebook accounts (24%). So what makes Twitter so attractive to retailers?

Across all the retail branded Twitter accounts surveyed, the average number of followers was 348. On average, retailers’ Twitter accounts followed 90 other users and had tweeted 129 times during the length of time they had been using the service.

The most common information communicated via the retailers’ Twitter accounts included product updates (73%), marketing (62%) and company news (58%).

Here are 10 top tips for retailers using Twitter from dotCommerce:

1. Make sure you register your brand name - ASAP!

With the popularity of Twitter increasing at a phenomenal rate, it’s vital to take your ID before someone else gets it first

2. Write a biography

Think carefully about what you want to write in the biography section; this is your opportunity to sell yourself

3. Add your logo and design a background

Your ‘avatar’ or logo is what users will associate most with you. Using your logo and designing a custom background will help to encourage follower engagement

4. Make your content, advice and guidance engaging

A mix of offers, company news and updates, and more general content often works best

5. Go for the retweet

Retweets are a great way to spread your influence. Keep your tweets short and engaging to maximise retweet potential!

6. Engage

Rather than using Twitter solely as a broadcast tool, don’t be afraid to engage with followers and @reply to communicate directly

7. Get ready for customer service enquiries

It’s highly likely you will be contacted via Twitter with customer service questions. These shouldn’t be ignored, but you’ll also need to work out how best to deal with them

8. Offer offers

Dell generated $6.5m of revenue on Twitter alone! We all love a discount and what better way to get it spread than on a social network

9. Be generous

Retweet or comment on tweets by other people and show them you’re not just interested in what your brand has to say

10. Monitor

Make sure you monitor what tweeters are saying about your brand or your industry so you can pick up the positives – and negatives – and handle them effectively. Twitter search or Tweetbeep are great applications for this.

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