Bonobos CEO: Don’t use Twitter for marketing
Bonobos CEO Andy Dunn is someone who gets it. He understands that the value of Twitter for businesses is not to reach out to new customers, but it’s more about listening to your current customers. As Dunn says, the signal-to-noise ratio on Twitter is very low, and Twitter is more of a tool to open up a new channel of communication with your existing customers.
In other words, there aren’t a lot of people using Twitter to discover new things. Even if they were, it is hard to do because there are a lot of useless tweets and spam. Use Twitter to ask and answer questions to your customers. You will get more qualitative data than a poll on your website can provide, and you won’t get complicated answers since they have to be under 140 characters. By talking with your customers, you will establish trust, and then your customers will talk about you more to their friends and co-workers. It’s simple, but not many people understand.
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