Because I like to know what the soup of the day is without walking over to Le Pain Quotidien, I follow them (@lepainquotidien) on Twitter. While I originally started following them for this very mundane and practical reason, I’ve been surprised at how well they use this channel to communicate with their customers.
One of the things I like is that they don’t send out a million tweets everyday. Some companies and individuals I follow, tweet so much that I’m tempted to stop following them altogether. And if I continue to follow them, I hardly ever read their tweets anymore. I’m looking at you @mashable and @nytimes! A twitter feed is not an RSS feed! Sometimes less is more. On Twitter, less is almost always more!
Another admirable characteristic is that they occasionally reply to people that have mentioned them, but only if they have something worthwhile to say, not systematically and definitely not through some automated process. This way they really show their customers that there are real people behind the brand. However much we all hate the term social media, there is a reason why these media are supposed to be social.
OK, so these are two examples of why Le Pain Quotidien has a healthy Twitter strategy. Surely, they are not the only company that does things right? Why single them out? I could say it’s because they are Belgian and so am I. But if that was the reason, I could have also used @waffletruck as an example because they are Belgian too and they have a pretty good Twitter feed too. The real reason is this link that @lepainquotidien tweeted yesterday. “Ever wondered why we serve our organic coffee in bowls?” Honestly? No, I haven’t. But now that you mention it, I am curious to know. If you are too, you’ll have to follow the link to read all about it.
You’ll find a cute, tongue-in-cheek explanation of something as trivial as the absence of handles on their cups. They briefly touch upon a number of details that makes the company a little more unique and a lot more like-able.
I don’t know who was behind this, it might have been a marketing agency, or it might have been someone in their own marketing team. It doesn’t matter. I think it’s a great example of using the individual strengths of both Twitter and Facebook. I love how they used Twitter to get my attention and, with a little teaser, pulled me over to their Facebook page. Furthermore, once they had my attention they didn’t ruin it by trying to sell me something. Instead they gave me something that I’ll be able to remember and smile about the next time I have one of their hot drinks from a bowl.