July 30, 2009, 12:00 AM

The Big Four

(Page 3 of 3)

Actively, retailers can tweet away every day on anything and everything related to its market and customers, occasionally sending out Twitter-only promotions, and encouraging a strong, two-way dialogue that can turn Twitter into a new kind of customer service vehicle.

GEMaffair.com recently held a contest on Twitter, asking followers to enter by “re-tweeting” a promotional message, which contained a coupon. 375 of its 1,000 followers re-tweeted, thus sending the message to all of their followers-a viral bonanza. One lucky tweeter won a $100 silver jewelry set. The online jeweler received 18 orders that day associated with the contest that more than covered its costs, says Katy Culbertson, marketing manager at GEMaffair.com.

“Twitter is a mix of sales, conversation and helping customers out,” Culbertson says. “We’re seeing repeat customers and increased loyalty from our Twitter followers.”

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