Customer interaction, not content, is king, says Bill Tolany, head of Whole Foods Market’s integrated-media team. About 15% of Whole Foods’ tweets are promotional or content based; the rest are responses to customer-initiated conversations, Tolany says. Helping customers solve food dilemmas makes them more knowledgeable about ingredients and creates awareness around the company’s products and services — both of which make consumers more likely to shop at Whole Foods, he says.
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