Social Media Spotlight: Socially Active
How Chronicle Books increased its Web site traffic and gained more than 14,000 followers on Twitter in less than a year.
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Having a Voice
De la Mare credits the Twitter page's success to the types of information she tweets. "One of the things we wanted to be careful about was not using it as strictly a soapbox, one-way, promotional platform—'buy books, buy books, buy books.' We make a real effort to try to engage in communication with people, to jump into topics that are relevant, and contribute our voice to ongoing discussions," she says. "When you're personifying the online presence of the brand for any company, you really need to have a deep and clear understanding of what that brand is and how it should sound, and the types of things that will really resonate with its customers."
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Janet Spavlik
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