Social Machinery

During last year, social networks became a key channel for influencing and establishing a two ways communication between brands and consumers. Many companies tried to adapt themselves to this media paradigm shift by positioning their brand in the social graph.

 A recent article published by Entrepreneur gave us 5 good examples on companies, who created a meaningful and compelling marketing strategy using Twitter in order to create a higher rapport with their audience. 

1. Subway

The presence of the healthy sandwich food chain on Twitter was via their @subwayfreshbuzz account. Subway attracted more than 6000 followers in less than six months. They interact with their audience by giving information about their new products and promotions, but also by detecting complaints or questions from their consumers on more or less real time.

 2. McDonald’s

The American fast food Chain got two accounts on Twitter: @McDonalds, with more than 4.700 followers and mainly focused on giving brand information, and @McCafeYourDay, focusing on promoting their coffee product line.

3. 7-Eleven

This international convenience store franchise launched during 2009 their @7eleven account with the main objective of promoting their Brazilian Bold coffee brand focused on customers segment between 18-34 years. They also linked their account to numerous online games which got a lot of traction on Twitter. 

4. H&R Block

H&R Block uses @HRBlock account, launched on November 2007. Their main purpose is to handle questions, enquiries about individual tax related issues. The Tax consulting company also informs about Taxes laws and regulations to their 3.600 followers. The Taxes information is useful for USA, Canada, Australia and UK inhabitants.

5. Dunkin’ Donuts

In less than one year, this company has more than 38.000 followers via their @DunkinDonuts account. The main focus is to create a space where people from all over the World can share their experience about Dunkin Donuts.

Anyway, is not possible to talk about good Twitter corporate examples without touching on Starbucks. The coffee chain company launched a marketing campaign in the US last year, in which they asked users to take pictures and share it via Twitter. At this moment @StArBuCkS has more than 680,000 followers, giving them the possibility to interact, discuss, give ideas and tips about Starbucks products.