There is a very high crap/legitimacy ratio when it comes to social media marketing.  Countless gurus, bloggers and authors claim that social media is the biggest thing since Gutenberg’s press. Sure social media is a big deal, but what does that mean for business owners?

The Center for Marketing Research at the University of Massachusetts Dartmouth reported that 82% of Twitter users had used the tool successfully. The problem with reports like these is they never mention how to use Twitter successfully.   It is extremely difficult to give good general advice on how to use Twitter effectively because every business is different.  Generic advice comes off as obvious and specific advice isn’t relevant to other business models or personalities.  The best way to understand how to use social media effectively is to take a look at people doing it well and take notes.

One noteworthy person who is utilizing Twitter effectively as a marketing tool is Mari (like safari) Luangrath (@foiledcupcakes and @thatgirlmari).  Mari owns Foiled Cupcakes, a Chicago cupcake company.

How does she do it? The answer is buried within her more than 13,300 tweets:

She tweets…a lot (40 times a day sometimes). She networks. She isn’t arrogant.  She isn’t self-indulgent. She isn’t overly promotional.  She isn’t afraid to say hello. She thanks people. She is smart.  She tweets about events. She has a sense of humor. She introduces people. She is nice. She congratulates people. She asks questions. She actually reads other people’s tweets. She is creative. She responds to people. She cares about people.  She is helpful. She has interesting things to say. She uses twitter to meet real live people.

I could go on but you get the idea.  Mari’s tweet stream is chock-full of good ideas and is a great example on how to run a successful social media marketing campaign.


  1. Thanks for this post!

    As cheesy or lame as this sounds, I feel really fortunate to have discovered Twitter (thanks to @ajhausman, @xanderdenke and @adriandayton). The relationships I’ve made using this easy, concise medium have enhanced my life in a drastic way – professionally, yes, but even more so personally (you included!)

    Like you said (and I agree), social media is so great because it can fit so many different business models, and everybody can use it however they want. For me, I just see it as a really practical, on-the-go way to connect with people.

    Hopefully they don’t get put off too much by my posts about shoes, though! ;-)

    12/10/09 at 2:02 pm
  2. Yes indeed. The businesses successfully using Twitter are the ones that probably never read any of the “expert” marketing bloggers. I see it in my city, Knoxville, TN. A number of our small businesses use Twitter affectively just like Mari: @magicmulch, @weblady1, and @CarsEtcInc to name a few.

    It’s a simple solution: Tweet funny things, tweet anecdotal things on everyday life, tweet you’re hungry, tweet you’re kid is screaming like a banshee, and so on. Then once in a while, tell us about your next sale. We already know who you are and what you sell, we just want to get to know you more. Don’t worry, we’ll buy something from you eventually.

    Frank Podlaha
    12/11/09 at 10:54 am
  3. As a consumer, I totally agree with Frank – I generally know (if the company is branding itself properly) what the business offers. I’m much more of a pull (vs. push) marketing consumer – and I definitely gravitate more towards companies who show transparency and personality while connecting with the general public.

    “We already know who you are and what you sell, we just want to get to know you more. Don’t worry, we’ll buy something from you eventually.”

    I could have said it any better!

    12/13/09 at 1:24 pm

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