Rob Siefker, director of the customer loyalty team at Zappos, explains the company’s view of social media further. “When people feel marketed to, they know there’s a reason for it. But when they feel there’s a connection, and it’s something more human, I think that’s more powerful—and that’s our approach.” Zappos uses social-networking sites Facebook and Twitter to interact rapidly with customers, choosing these outlets because that’s where the people are. “If people are gathering at a site, we want to be there and be open to conversation,” says Robert Richman. “If someone is reaching out to us, we want to be there to respond. It’s not so much a strategy for reaching them as engaging them in conversation— about anything.” It’s a two-way street: Through these conversations, not only does Zappos learn about its customers’ needs and preferences, but consumers also learn something about the retailer and its employees. 

On Facebook and Twitter, the customer loyalty team can monitor any product or service issues that customers might be having. If a customer posts a complaint about slow delivery or mistakes in a shipment, the team acts quickly to correct the situation. If a customer praises the company for any reason—fast delivery time, great selection, friendly customer representatives—the team is able to thank that person directly. A customer might ask if Zappos plans to carry a certain line of shoes for an upcoming season or just post a comment like, “Once again, you exceeded my expectations!” Either way, Zappos staff members are on hand to reply immediately. Zappos also posts videos and other images of events and products for consumers to watch and comment upon. 

Siefker observes that people sometimes don’t expect to interact with companies on Twitter—they reserve it for quick messages to friends. But microblogging renders the company more personal or human. Siefker believes that tweeting with consumers helps them realize that Zappos is staffed by friendly, quirky, and intelligent workers. “I think that Twitter and other social media have enabled us to get closer to people on a personal level, and that’s very valuable for us,” he notes. Twitter also serves another marketing purpose for Zappos: discovery. Zappos offers approximately 136,000 different products for sale, but consumers might not be aware of everything that is available to them. So Zappos marketers created a TweetWall to inform consumers of what their fellow customers are tweeting about. Visitors can browse the TweetWall image gallery, view product tweets from others, and add their own comments as well. “It creates a fun way to see what may be trending or what may just be the odd item we carry that’s a fun conversation starter,” explains Alice Han, creator of the TweetWall.

At its website, consumers may sign up for various blogs ranging from “More Than Shoes” to “Fashion Culture” to “Wedding Blog.” In fact, there are about 20 blogs to which fans may subscribe. Consumers might follow blogs on their favorite brands, such as Lilypond (handbags and luggage made from recycled and sustainable materials) and Wildfox Jewelry (an American line of jewelry inspired by fairy tales, daydreams, and vintage designs). Of course, they are encouraged to comment on any or all of the postings. 

Unlike other firms, Zappos does not have a formal policy for employee tweeting or other social media. Instead, its rules are based on the company’s corporate culture and core values. The customer loyalty team receives no directive other than to interact with people and help them whenever possible—and have fun. “We don’t want to overcomplicate it,” explains Siefker. “We train our employees, we empower them, and we trust them.” 

1. In your view, does Zappos use social media effectively to strengthen its brand? Why or why not? 

2. Zappos does not have a formal policy about social networking in the workplace. What are the benefits of this decision? What might be the drawbacks?