Small Business Marketing - Learning from Dell's Twitter Success

0 Comment(s) | Posted Dec 8, 2009 by Peter Wylie

Peter Wylie

Dell continues to see increasing returns from its involvement on Twitter.  Mashable reports today that the computer giant has now earned $6.5 million from its Dell Outlet Twitter account, which has more than 1.5 million followers. 

The company also reported that its sales through the medium had tripled over 2008.  Though Mashable is correct in pointing out that the sales figure is paltry compared to Dell’s overall revenue, highlighting Dell’s sales success through Twitter is important to consider for businesses employing Twitter as a new sales channel.

Though small businesses will never generate the volume of sales that Dell has through its Twitter account, there are still important lessons about social media business practice to be gained from examining Dell’s progress.

1)     Be Patient

Dell did not generate a high volume of sales when it launched its Dell Outlet Twitter feed January 21, 2008.  It took time for the account to gain followers and critical mass, but the company stuck with the program and tweeted regularly. 

Small businesses marketers need to be patient when beginning social media involvement.  Though it can be frustrating to put effort into forming community without clear return initially, the social media activity will pay dividends if the effort remains consistent.

2)     Stand Out with Special Offers

One of the biggest drivers of Dell Outlet’s success has been the special Twitter-only offers that its followers receive.  Small businesses marketing on Twitter should think of special offers they can offer to monetize their Twitter accounts.  Also, having a Twitter-only offer is a great way to track how many sales are being generated as a result of outreach.

3)     Enjoy the Social Aspect

Take pride in your company’s social media outreach.  Your followers will recognize your sincere involvement and enjoyment and be more likely to communicate with you.  If you’re all business on your social media profiles, you won’t provide much incentive for users to interact with you.  Since most users have joined Twitter and the other social media platforms to fulfill personal needs, relating to that aspect first is a good way to enable a business relationship later.  Plus, there are conversations going on about any interest you may have, so join them and your social media outreach will feel more natural, which is often a precursor of sales success through social media..

Filed under: Emerging Media, News, Online Communities, Small Business, Twitter-related