How dealers are using Twitter

f\esetre wAILING FRoM experts on the necessity of coml-lpanies being active on Twitter to instantly communicate with customers and prospects, few LBM dealers tweet.

Of the nation's estimated 10,000 LBM retailers, the vast majority appear to have never set up a Twitter account and, among those who have, only about 30 independents send out more than two tweets a week. Next to feeling the service is not worth their time, the next primary reason for not using Twitter more is that dealers feel they don't have anything worthwhile to say. So just what are those 30 active users finding to talk about?

The Merchanr surveyed the communications of 30 indpendent lumber dealers most active on Twitter. What we discovered is that few are dreaming up long, complex posts to amaze the masses (after all, the service limits messages to 140 characters or fewer). Most are building an identity, such as:

I'he Linkcr. Linking to home improvement articles (like "How to Install Crown Moulding") may kickstart a project-and a purchase. Linking to industry news (the latest NAHB housing statistics) can also get pros thinking about you as an expert.

I hlE|ffi6. I Abg|ErMdid:r.€P

I FlQ|.lrfur. EAt|dmffinffib.i'lM

I ffiql.dq r' i|i.-.r

I 6gntES fiFn g6FE.@lM{shfFE *'* Ms&MYdPtu

I brtffib. I hy, rtu@d.n@nrybddMsbdin Pl

I H{|trQ. E hpF.rNrFbmhnrh

+ Hqltro I AbMryffi bc6!r cntur!ebrdF... tu rcH8G|l!r'ruP^

Links can also be time-savers. It can be doubly timeconsuming to maintain presences on multiple social media platforms, so some dealers use their Twitter account primarily to link to updates on their blogs or Facebook page (which allows posts in excess of Twitter's l40-character limit).

In addition to links to its Facebook page, Parr Lumber, Hillsboro, Or., sends out several links a day to photos it's collected on its Pinterest site, highlighting glamorous projects and interesting new products.

The Conversation Starter. Ideally, tweeters want their name spread not only to their followers, but in turn to their followers' followers, so it's key to engage them and turn the monologue into a dialogue. Dealers ask what their followers' latest project is, what their dream purchase is, or what their plans are for the holidays. Peter Lumber Co., Pleasantville, N.J., and City Lumber Co., Dyer, Tn., solicit participation with a weekly trivia contest.

The Commenter. No one joining your conversation? Chime in on theirs! Dunn Lumber, Seattle, Wa., has collected more than 8,500 followers by themselves following an equal number of users and regularly commenting on their tweets and photos-and thanking anyone who mentions Dunn Lumber. The idea is to get the Dunn Lumber name out wide and often, and to be seen as a friend to the community.

The Promoter. Got something on sale? Tweet it. Ashby Lumber, Berkeley and Concord, Ca., publicizes specials on a near-daily basis. Meek's Lumber, Springfield, Mo., even tweets out downloadable coupons.

How about an upcoming contractor night or other event? Ro-Mac Lumber, Leesburg, Fl., uses Twitter to direct followers to its weekly "Around the House" radio show.

The Recruiter. About half of the 5O-plus Tweets a month by Lyman Lumber advertise the various job openings at its Wisconsin and Minnesota facilities. (With more than 250 locations, 84 Lumber has so many positions available that it maintains a separate Twitter feed, 84lumberCareers.)