The Business of Tweeting

Just 10 years ago, the Internet was in its infancy. Google was a foreign word to most people, and cell phones were just beginning to become mainstream. These technologies that we now consider an essential part of our everyday lives were just developing. In a world now saturated with these conveniences, it’s a good bet many people wouldn’t know what to do with themselves if you took them back a decade now.

Back in these "primitive" days, Richmonders had to find a phone booth when they needed to make a phone call while out and about. They got their news from the newspaper, radio or TV. They read the Richmond Times-Dispatch to find out what was going on in town and to find the best deals with ad inserts.

Don’t get me wrong, all of these mediums are still viable and relevant in the Richmond market, but it’s safe to say all of them have adapted to changing technologies and lifestyles.

Most all Richmond-area media outlets, regardless of the medium, now have supplementary Web sites that rebroadcast content or feature online extras to capture viewers, readers and listeners. All of whom are spending an increasing amount of both time and money online. Because of the latter, many have shifted their focus from traditional to online ad formats to keep the revenues rolling.

Of course, local mass media isn’t the only type of business embracing the Internet. Other traditional businesses have taken to the Web to peddle their wares and connect with their customers. But I’d go so far as to say that while Web sites will continue to be a huge part of connecting with clientele, having a website alone doesn’t cut it.

Many businesses have begun creating a presence on social media sites like Facebook and Twitter. Business profiles, known on Facebook as "Fan Pages," have sprung up faster than spring flowers at Lewis Ginter. They’ve also gotten connected on Twitter, allowing them to keep up with their customers on-the-go, in real-time. This really sunk in for me recently.

I was making the obligatory commute between Short Pump and VCU last Wednesday evening. After running a slew of errands that afternoon and meeting with a business client, I was starving. I sent out a tweet, just as I do with most of my daily happenings, for the heck of it:

"Will I make it downtown in time to grab a wrap from @GreatWrapsRVA before class? Hope so, cuz I'm starved!"

Within five minutes, I received this response:

"@TrevorDickerson I could have your order ready for you ... whatcha need?!"

As I darted around Short Pump before class finishing up my errands, I talked back and forth with Charles Massie (@Charliemassie) about my order. I zipped down Interstate 64 to pick up my club wrap, where it was waiting for me, hot and fresh. I was in and out and onto class in under a minute flat.

When I checked my iPhone again, more than 15 people had "retweeted" (re-posted) Great Wraps’ Twitter post to me, noting what a great idea it was to take orders over Twitter and what great customer service they had for doing so. Shortly after, that same evening, Charles posted a tweet saying they’d start taking orders over Twitter anytime during business hours. Now that’s one way to mesh innovation with customer service.

Great Wraps also offers Twitter-only discounts, specials and promotions. You just have to bring your phone in and show the tweet to get the current deal.

This is just the beginning. Many other businesses are already innovating with their own promotions and connecting with their customers in a variety of new ways. As our lives move increasingly online, businesses will surely follow.

Do you follow restaurants and business online? Tell us in the comments section below?