Staples is a great example of a company that uses social media to connect with customers. As opposed to using social media primarily for promotions and advertisements, Staples' twitter account heavily revolves around engagement with followers and receiving customer feedback. They initiate engagement and feedback by tweeting questions to their followers and replying to them often. Staples also allows their followers to give their input on what they should tweet about with their #WhatsNext hashtag. Going back to the Kaplan reading, Staples embodies several of the tips mentioned for social media use. The two rules they display the best are being active and being interesting. With Staples being active on twitter and constantly engaging with their followers in various ways, they are able to understand their customers, improve their products, and build customer loyalty.
Kaplan, Andreas M., “Users of the World, Unite! The Challenges and Opportunities of Social Media,” Business Horizons (2010) 53, 59-68
"What Can You Learn from These 6 Companies That Thrive On Twitter?" What Can You Learn from These 6 Companies That Thrive On Twitter? Accessed March 07, 2017. https://blog.kissmetrics.com/thrive-on-twitter/.
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