5 Questions Retailers Must Tackle to Attract and Retain Customers

Zappos.com, for example, started using Twitter before a lot of other companies. In fact, Tony Hsieh, Zappos’ CEO, and I were at dinner and he was tweeting away. I asked him, "Tony, what are you doing?" He told me, "Jeanne, you have to do this Twitter thing. I'm telling somebody where we are for dinner." Well, the way that Zappos started out and why it has so many followers is that it didn't use these Twitter conversations to send marketing messages, but to create relationships.