Conversational Marketing on Twitter

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Online shoe-retailer Zappos doesn't market on Twitter--it talks. A small army of 436 Zappos employees use Twitter (Chief Exeuctive Tony Hsieh leads the way with a shade over 1 million followers).

"You get to see Zappos people and culture before you decide to buy anything from them," says Shel Israel, author of Twitterville.

That humanizing effect turns out to be a potent sales driver, especially for small companies, says Aaron Magness, director of business development and brand marketing for Zappos: "It's easier for them to embrace openness."

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