Brands

How Hewlett Packard Bests Its Competition on Twitter

This post is part of the Twitter for Brands Series, which features winning strategies from the top brand pages on Twitter and provides tips on how to emulate their successes.

Hewlett Packard, IBM and Dell constantly compete over the illustrious “No. 1 IT Service Provider” title.

But when it comes to Twitter, HP’s site is clearly the winner. With more than 150,000 followers, it more than triples Dell’s 42,000-plus followers, and IBM comes in with even fewer at just over 25,000.

So what makes them so far ahead of the competition?

The Twitter Trifecta

HP covers their bases – all three of ’em.

Besides their main @HP site, it has a Customer Service handleand a deals handle for consumers to get the latest savings. It also has a few other specialty accounts, like one for HP News, HP Labs, and HP Discover.

HP states that its main twitter account is for tweets about HP technology and news, but it gets many mentions regarding support issues as well.

With a mere 6,430 followers so far, @HPSupport doesn’t have enough brand recognition to field all the queries, so followers on the main site see many tweets trying to steer people to the right place, such as the recent: “We’re so sorry to hear that! Have you tried contacting @HPSupport? They may be able to help with your case.”

@HPdeals Twitter feed is dedicated solely to advertising deals on HP laptops, printers, computers and accessories.

It already has 73,572 followers and offers promotional alerts that sound like an apocalyptical warning, like: “RT @HPdeals: LAST DAY on HUGE SAVINGS w/ the #HP Memorial Day Sale Event! SAVE up to 60%! Hurry!”

A Healthy App-etite

In addition to its three-pronged Twitter attack, HP stays ahead on modern trends that facilitate the sharing of its content.

The computer giant created numerous mobile apps for its products, and its tweets link back to its website frequently to promote it.

A recent tweet said, “Stay creative on-go- w/ the #HP free mobile app that allows you to send invitations, calendars & more from your phone.”

The HP apps range from mobile printing, creative projects, photo galleries and even some coupon apps.

Retweeting fans

Does a compliment count if no one hears it?

HP doesn’t wait to find out. Its marketing strategy regarding favorable reviews is clear: Tweet and retweet early and often.

The company prompts followers to read the reviews, frequently linking to articles from PC World and other top technology resources.

For example a recent tweet says, “Need a secure #laptop for work? @GizBot says the #HP EliteBook Folio 9470m’s security is “superior.” Read why”

Followers get a good blend news and advertising content. In the end, Hewlett Packard, an old hardware company, is pretty formidable when it comes to the Twitter, especially compared to its closest competitors.

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