How a Twitter ReTweet Promotion Really Works

While I don’t work for or with them, I often use men’s and women’s clothing retailer Express as a great example of social media marketing. Formerly part of Limited Brands, which includes Victoria’s Secret, another social media powerhouse, Express only recently started selling clothes online and are relatively new to the Twittersphere. But they jumped in, in a big way, and are doing a great job.

Chief Marketing Officer “Lisa G” Tweets from the account @ExpressLisaG and has definitely learned a lot since they started. She responds to people, compliments Express-component outfits and Tweets fashion advice and articles. A little bit of everything, and while she doesn’t pimp the competition, it’s not all salesy and self-promotional either. She notifies followers of sales and new collections coming in, but her stream isn’t all Express, all day.

ReTweets Are Working for This Retailer

Now Express has added a Twitter ReTweet promotion, modeled after the radio call-in contest. Simply follow @ExpressLisaG and ReTweet (RT) a post when she tells you to. The 50th RT wins a $50 gift card to Express!

The rules are more clearly explained upfront than most Twitter promotions, which just ask you to “RT to win!” without explaining how or when winners are chosen. This departure from the norm threw me when I first read about the contest, in an email blast, but after reading the Terms & Conditions and viewing her stream, I got it.

And that’s what really set this promotion apart from the others you see online: planning. Many people seem to think “Oh, it’s just Twitter, I can do whatever I want.” But you need to plan and execute a Twitter promotion just as carefully as you would a “real” live one.

There’s already been one winner, and I’ll definitely be playing for my chance to win today. But pay attention to this promotion, and @ExpressLisaG, for more than just this contest; they’re taking Twitter by storm and are a great model to emulate for your own Twitter promotions.