Case Study: How Twitter Drives Customer Traffic

March 17, 2011
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“How can social media help my business?”

We get asked that question every day. Although there are many ways in which it can (brand awareness, PR, SEO, customer service, promotions, etc), we’d like to highlight just one: connecting you with prospects who are looking to buy what you’re selling.

We keep talking about how powerful a tool Twitter can be. Most people use it on their mobile device so when they’re searching for something, they typically have a desire (or need) to find it quickly.

Here’s an example of how a family from Kansas City found their way into a Chattanooga store during their visit to the Scenic City. It’s important to note that prior to the following interactions none of these parties knew anything about each other.

A call for help is posted on Twitter by a family in town visiting. They’re looking for a recommendation for donuts in the area. Who better to ask than the locals?


The opportunity presents itself, but is anyone positioned to take advantage of it?  Unfortunately, the answer is no in this case. If a donut shop was active on Twitter and had their radar up, they could have invited the family over to their shop in a variety of ways:

  • tweeting a picture of their product
  • mentioning a Foursquare special,
  • mentioning a current promotion
  • tweeting a warm welcome


But fortunately our story doesn’t end here because someone was listening.

Nothing fancy, just a simple suggestion. But that’s all it took. Sometimes companies benefit from social media even if they’re not involved with it.  In this case, Chattanooga’s Julie Darling Donuts has a decent Facebook presence, but is not active on Twitter.

Despite that, fans can still act on your behalf as cheerleaders (or ambassadors) for your company. How much faster might others grab their digital pom poms if they were rewarded for such behavior?

Facebook is great for interacting with customers and attracting new fans that know of your company. The rub is they need to find you. With Twitter, you can find them. See the difference? Now you know. And knowing is half the battle.


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