Starbucks Gets It With Relationship Tweets

I follow Starbuck on Twitter. This afternoon I received the following tweet:

Starbucks CoffeeWhiteStarbucks
Seattle-ites: Check out Hot Java, Cool Jazz tonight: 5 Seattle area HS big bands http://bit.ly/WY0HI … these guys are good!

By using Twitter they enhanced their brand with nearly 110,000 followers for virtually no cost. The bio on Twitter says its “Brad at Starbucks in Seattle, WA.” It could easily be a barista from one of there stores and not even be affiliated with the corporate office. I’m sure it’s not as the person twittering on this account also handles relies to incoming tweets on product info, complaints and favorite barista compliments.

Folks that follow Starbucks get quick, short answers to their problems and praise. This allows them to feel as if they know Starbucks. That even though they are communicating back-and-forth with short text messages, they are still “communicating.” There IS someone at the other end who is listening and responding. You don’t get that with emails that disappear into a bulk inbox somewhere. Or from a voice response phone program.

So how can an attorney leverage this concept for business development?

First, you need to get connected to the right folks that are on Twitter. And if you have contacts that are not but are tech savvy, call them and talk it up. Get them to agree to sign up and follow up with an email with instructions.

Second, you need to send tweets. Don’t send tweets about brushing your teeth or buying coffee (unless you’re sending a reply to Starbuck). Create tweets about the work you are doing. Re-tweet incoming tweets from news sources like AmLawDaily. Follow them and reply to their tweets. Remember that the whole world can see your tweets, so DO NOT tweet anything confidential or too personal.

It’s challenging to be pithy, clever and bright in 140 characters. But you don’t have to be all in one tweet. You are working to establish a relationship.  That means that your goal is to develop a body of work over time. Some of your tweets will be strictly business, while others will have a personal flavor. The Starbuck tweet about a band playing tonight in Seattle has nothing to do with selling coffee. But then again, it had everything to do with selling coffee.

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