Tully's Coffee uses social media to portray itself as a warm, caring, welcoming company. On twitter, they manage two accounts: Tully's Coffee Shops (@Tullys_Shops) and Tully's Coffee (@TullysCoffee). @TullysCoffee has a small follower base, with just 198 followers. @TullysCoffee primarily responds to users who tweeted at them or who are tweeting about coffee. These tweets are all friendly, and rarely are used to push Tully's product - they are clearly meant to build customer trust. On occasion, @TullysCoffee will ask a question to engage its followers and start a dialogue. This is clearly not Tully's main account, and is just meant to respond to customers who haven't figured that out.
@Tullys_Shops is a much more active account. @Tullys_Shop has about 7,000 followers, and it frequently posts links to coffee-related knowledge, like "How to brew the perfect cup." It also tweets humorous coffee-related jokes: "If Winnie the Pooh was a true friend, he’d make Eeyore some coffee." On occassion, @Tullys_Shop will post links to one of their Facebook photos. Perhaps most importantly, @Tullys_Shop responds to unhappy customers with links to customer support. @Tullys_Coffee also occasionally starts dialouges with a question or responds to coffee-related tweets, but @Tullys_Coffee primarily attempts to entertain Tully's followers and to link users to their Facebook page.
Tully's is also active on vimeo, where they post videos showing them engaging in community service in partnership with the Pomegranate Center, a Issaquah-based center for community development. The videos show Tully's employees getting down and dirty at construction sites. Tully's and the Pomegranate Center re-imagine what a neighborhood could potentially become, and create spaces for community engagement. On both Vimeo and Twitter, Tully's presents itself as a member of the community.
No comments:
Post a Comment