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Social networking giant Twitter has grown from an internet gimmick into a full-blown marketing tool. For small business owners, being able to spread your message and sell to millions of people with no cash required is an offer too good to refuse. Here are some examples of how businesses have made Twitter a key part of their sales and marketing efforts.

Tweeted discounts add up to sales

Getting your message out on Twitter and handling complaints is one thing, but a division of computer manufacturer Dell found that selling to your online followers is another topic entirely. The company was surprised when it first set up its account and gained some followers, according to Stefanie Nelson, manager of demand generation at Dell Outlet.

"They wanted to ask questions. They wanted to share their experiences, good and bad," Nelson told Twitter. "We realised that people were really interested in talking with us." The company began to offer coupons through its Twitter feed, which have not only become incredibly popular but have contributed $US3 million to the company's revenue.

Tweeting your way to thought leadership

Shayne Tilley says Problogger, an online blogging "guru", was one of the first Australians to start using Twitter in interesting ways and businesses should follow his lead.

"Problogger used a live streaming interview, during which he had people asking him questions via Twitter. They would come up in his live screen and he would answer them live on line." Tilley says businesses should take notice of the stunt as a good example of instant communication with followers, who will appreciate a quick response.

The real power of Twitter

A German utility company has managed to combine both technology hardware and social networking. The company operates its customers' electricity meters via the household broadband connection, and gives each account its own Twitter feed.
Each household's "Yello Sparzahler" Twitter feed is updated regularly with energy consumption information. Yello Executive Director Martin Vesper has said the company's goal is to "use as many different channels as possible to inform our customers about their energy consumption". The move is largely for public relations purposes, but there is no doubt that the integration of hardware services and social networking will make everyday activities, like checking electricity bills, much faster and definitely more interesting.