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During a recent conversation I was surprised to learn that Greggs the Bakers had a Twitter account. I was even more surprised to see that they had a massive number of followers yet seemed to be doing nothing with it.
As you can see the account has remained dormant since July and they have tweeted a grand total of 14 times since joining. It seems to me that the business really is missing out on a huge opportunity.
Greggs should use this account as a master account, and should then set up a separate account for each store; for example I-COM's local Greggs would be #GreggsLincolnSquareMCR.
The benefit of this would be that each store could tweet directly to its local area, giving a large company a really personal touch. They could easily set up a directory of stock, automated tweets such as “Sausage Rolls out of the oven in 5 Mins” or “all pies now half price” which could be tweeted throughout the day. Both would drive sales and help build brand loyalty - we all know how annoying it is when you get a cold sausage roll, imagine if you could pop down to Greggs knowing that they'd just come out of the oven!
This strategy would also give Greggs the opportunity to discover and respond to bad customer service through any #fail tags. Overall a win win situation for Greggs as a company and their customers, and also fantastic for branding and PR.