The e-retailer reports a $126 million net loss, stemming from a $640 million year-over-year increase in spending in the quarter on technology and content ...
The geeky approach lets ThinkGeek grow and improve its social media marketing.
Gift and gadget retailer ThinkGeek attracts 8.3% of its traffic from social networks, according to Internet Retailer's 2013 Social Media 300. That's not just a result of being busy on Facebook and Twitter—though the retailer is—or asking fans to submit their own "customer action shots" for display on its site. In the spirit of a true geek, ThinkGeek vigorously measures and analyzes all its social activity. "We want to get the most out of our program and the only way we can know if we're doing that is by measuring what we're doing," says web community manager Carrie Gouldin. On Facebook, ThinkGeek posts about it products and general "geek" humor and on Twitter it answers customer service questions, Gouldin says. And on ThinkGeek.com, it features a Twitter stream and posts its YouTube videos.
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