Three Best Practices: JUMBO
An important aspect in the use of Twitter as tool in an organization is that it provides a platform for a human conversation to occur by using short messages. Jumbo has been able to engage in a conversation with its audience. Their tweets are written in a casual-human voice to show the human side of the organization and not only the sale and more sale side. See the translation of Jumbo screen shots
In addition, a conversation occurs when both sides are sharing and listening, Jumbo allows the audience to share content such as family recipes, about their day or their opinions about a new store or product.
Both parties are listening, but what do they get in return? It is simple, Jumbo provides incentives for the audience to participate in this conversations. They offer special rewards, discounts and delivery time to motivate people to buy on line, they post their current merchandise deals, and the most important they listen and respond to the audience. On the other hand Jumbo receives participation of its audience, they offer feedback to the store on services or products. They have a blog and a Facebook page in order to support the bigger conversation (more than 140 characters).