Social Media Commerce: Learn from Stellar Twitter Accounts

In social media, as in many things, you can learn a lot from studying others. Here are two Twitter accounts worth watching. Observing their quality and different styles is worth more than a moment’s glance. They both represent huge businesses, yet both are customer-service driven:

  • Kathy Ireland: An example of a brilliant entrepreneur is @kathyireland on Twitter (see the figure). Yes, the stunning Sports Illustrated swimsuit model turned multibillion dollar entrepreneur, author, and head of Kathy Ireland Worldwide, is on social media. License Global Magazine named Kathy Ireland Worldwide the 28th most powerfully licensed brand, and Fairchild Publications listed Kathy Ireland as one of the 50 most influential people in fashion.

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    Her companies maintain blogs and Facebook pages, and she personally Tweets almost every day. An early adopter (and smart marketer), Ms. Ireland joined Twitter in October of 2008, according to When Did You Join Twitter?

    The woman who took the time to be a key speaker for the American Israel Public Affairs Committee (AIPAC) conference, with such luminaries as President Shimon Peres and President Barack Obama, chats with real people — discussing real issues.

    Few people know how to build a brand better than Kathy. Follow her lead. Read her Twitter stream and see how she does it.

  • American Airlines: Your business is probably not as big as American Airlines, but you can learn some lessons from them. They maintain a page on Facebook, post photos on flickr, have videos on YouTube, and run an active Twitter account. People from every corner of the planet Tweet about flight delays, lost baggage, and any other complaint a flyer these days might have (see the figure).

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    @AmericanAir on Twitter answers as many Tweets as they can, averaging 33 per day.

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