The secrets behind Dell’s $US6.5 million Twitter strategy

International computer manufacturer Dell is able to achieve millions in sales through social network Twitter due to persistence and honesty, social media experts have said.

The comments come as the company announced its Twitter account, which was set up in order to direct users to special deals, has recorded $US6.5 million in sales.

The directory sells refurbished computers, while the company has also said it has recorded a number of sales from Twitter followers who follow their Twitter account, but then buy products elsewhere on the site.

Kevin Yank, technical director at Sitepoint.com, says Dell is able to achieve such high sales on the social network due to its approach in dealing with customers.

“I’ve certainly seen smaller companies do it, such as Catch of the Day, which does Twitter-only specials. But I think everyone just likes a deal, and when you’re getting personal communication you feel like you’re in an exclusive deal that makes you feel good.”

Yank encourages other businesses to try out their own sales tactics on the site, saying “it definitely helps to play to the strengths of the medium” with regards to conversational communication.

SmartCompany blogger Paul Wallbank says “persistence and engagement” is the key to success in Twitter marketing and sales campaigns.

“Persistence with the channel, and the fact they’ve engaged with customers in a meaningful way, is the key to their success. Making sure you are engaged with users who are following you and having an authentic voice.”

Wallbank says Dell is able to sell so many computers due to their honesty, compared to many other companies who put on a “hard sell.”

“For Dell, this is all about speaking to their values and they are honestly articulating what they want to do, and what it is they are delivering. There’s no bullshit or spin, they just say “Hey, this is a great deal”, and then let the followers do the rest.”

“The opposite is the whole hard spin, doing the “have some steak knives and if you buy now get 10% off”. That mightn’t work, because you’re pushing too hard. Dell is just honest with the products its advertising.”

Wallbank says smaller businesses shouldn’t try to copy Dell’s campaign to the letter, but suggests there are many ways to offer products through Twitter which won’t tarnish a company as a “spammer”.

He points to the rise of “tweet ups” – gatherings organised by companies on social media networks which can be used to sell products and gain popularity.

“There might be some ways companies can differ and improve from Dell, because every company is unique.”