Why we liked it:
Companies that look at Twitter as simply a bonus channel to broadcast their marketing messages quickly hit the wall. If you want to grow a Twitter following, look at the example of such companies as Constant Contact. The e-mail service provider set its sights on drama-tically expanding its Twitter presence in 2011 as a way to enhance customer service, amplify PR, engage with its markets and augment educational content. Its tweet stream, updated about 50 times per day, now provides a constant flow of links to useful marketing advice on the Web, tips on using the company's products and conversations with individuals. Its upbeat, appreciative tone makes it clear that Constant Contact loves its customers. Customers have responded: Constant Contact's following spiked 370% in 2011, reaching almost 39,000 followers; clicks on tweeted links grew nearly 200-fold; and mentions increased more than 30-fold—all of which shows that helpfulness has its rewards.