Five months ago, Staples barely had a presence on Twitter; now, it has 20 dedicated Twitter reps working to engage 32,000 followers. The company scrapped the form responses it once used and learned to develop a distinctive "tweet voice," says marketing chief Heather Deschenes. "Part of our branding is to make sure we have a voice," Deschenes adds. "If you read through some of our tweets, you'll see that voice come to life."
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