How do you make money off Twitter? Dunkin' Donuts may have the answer.
The popular chain is tallying the click-through rates on its "Win Free Coffee for a Year" offer, with hopes of tracking the potential revenue. There is also a database that compiles all the members of their "DD Perks" program. The members are assigned a quantitative value that could predict the amount of dollars flowing in, according to Portfolio.
Dunkin' Donuts is a veteran in the world of tweeting. The brand jumped on the scene in 2008 (before Twitter was a household name), and began tweeting about contests, deals, and new concoctions from the kitchen. Customer suggestions are also acknowledged on a regular basis. Over 46,000 users follow the chain on Twitter.
Dunkin' Donuts' interactive success highlights the question of how to approach Twitter as a marketing tool. As noted by Emily Riley, analyst and research director at Forrester Research Inc., businesses are struggling to find a doctrine that would guarantee success on the social site. She describes the general strategy as being "all over the map."
