One great thing about social media networks is they’re cost-free. Sure, they can be time consuming. You might even need to hire a manager. But you won’t have to write checks to Facebook, MySpace or Twitter to be there.
Also, social networks are showing some marketers big returns. We ran a great article this week on how Threadless, an online community-based tee-shirt retailer, used Twitter to give more life to a promotion. Check out how they micro-blogged their way to a record sales day.
We spoke with Cam Balzer, VP, Marketing, Threadless.com, for the piece. Balzer mentioned that, apart from their main feed, they also experiment with different Twitter feeds. Hey, why not? Feeds are free to create. Here are two alternatives they’ve tried:
- Customer service
In November, they launched a Threadhelp feed to handle customer service inquiries through Twitter. The thread is managed by members of Threadless’ customer service team. Other companies have tried this strategy as well.
Separating customer service and community-oriented feeds helps keep the fun and useful messages apart from the frustrated customer messages. It also helps customers get the attention they need more directly.
- Single promotion feeds
For Halloween, the team set up an account alleging to be maintained by a zombie. The joke feed put some spin on a holiday promotion. Although it did not capture many followers, the feed was an inexpensive experiment that helped the team learn more about the channel.
Has your team experimented with multiple Twitter feeds? Or different Facebook groups perhaps? Let us know in the comments…