Zappos.com: A Twitter Case Study

In our post announcing the launch of our Bivings Twitter account, I mentioned being inspired by the way other companies/organizations are using Twitter (what is Twitter?). The organization that I was thinking of specifically when I launched our account was Zappos.com. Lots of organizations are jumping on the Twitter bandwagon and using the tool to publish RSS feeds and have one way conversations. But very few at this point are using Twitter to actually engage with customers and stakeholders. Zappos.com is one of the few.

Zappos has set up their own Twitter micro site to highlight the company’s use of Twitter. The site features:

• A “Beginners Guide to Twitter” that does a good job of explaining what Twitter is exactly.
• A leaderboard, sorted by number of followers, that lists all Zappos.com employee Twitter accounts (252 of them). By doing this, Zappos is empowering all their employees to engage with customers through Twitter.
• A reverse chronological list of all employee tweets.
• A reverse chronological list of all Zappos.com mentions on Twitter.

Importantly, Zappos.com CEO Tony Hsieh is the company’s most active and followed Twitter user. Just in the last few days, he has used his account to:

• Share some details about what he’s up to personally and professionally.
• Provide some behind the scenes info regarding what its like to work at Zappos.com.
• Launch a Twitter contest asking people to help them rewrite their confirmation emails.
• Incubate an idea for polling customers on Twitter.
• Explain why he is using Twitter.

Don’t believe they are into it? Check out Tony’s business cards.

Zappos.com is successfully using Twitter to put a human face on the company and engage with customers more deeply. I’m impressed. If we do half as well with our own Twitter account, I’ll be happy.