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The Complete Idiot's Guide to Twitter Marketing by Esther Schindler, Brett Petersel

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Lexus: Driving Personality into a Twitter Conversation

Need evidence that Twitter chats can be useful? Start your engines.

People love their cars. They love to talk about them, complain about them, and share stories of the first car they owned. (A 1975 VW Bug that had 14 inches of play in the steering wheel and a heater that wouldn’t turn off. Just sayin’.)

But consumers don’t tend to put a human face on the businesses they purchase their cars from. Lexus aimed to change that—and to put a face to the car company’s brand.

Reflecting Corporate Values

Beginning in October 2010, Lexus began scheduling Twitter chats that accompany a live, in-person dinner, one every two or three months. An executive from the automaker comes to a customer’s house, ...

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