What Are the Most Influential Retailers Doing on Twitter?
It's no surprise Amazon is on the list: it's the top online retailer and has in some ways defined the space. Their Twitter profile is well-maintained but with no surprises: they post links to new products and to content (including Amazon's best books of 2011, retweet from other Amazon accounts such as amazonbooks and AmazonKindle (and while I'm surprised at the inconsistent capitalization there's nothing else noteworthy here), and have the occasional apt-and-funny product recommendation.
They do an amazing job at talking and not broadcasting. They respond to followers, call out people wearing their products, they even thanked Klout and their own fans for their ranking in the influential list.
At 20 on the top online retailers list, JCPenney uses Twitter for a nice blend of marketing and customer service. Like Victoria's Secret, they share articles and blog posts featuring their products, but they also respond to customer complaints. They have a nice colorful Twitter background, but it obscures most of the text: I think they could do better here.
At 223 on the Internet Retailer list, Sports Authority is doing disproportionately well. They share information about discounts and sales and respond to customer service issues. They also share quotes from famous sportspeople: nice way to connect to the brand. But I'm not convinced that the best start to their bio is "Headquartered in Englewood": I'm sure they could come up with something more interesting that would appeal to their fans. Their Twitter background not only shares their website and Facebook URLs, but also has a call to action: way to go! But what's their Twitter URL doing there: if I'm seeing it, aren't I on their Twitter profile already?