How to Market Coupon Campaigns on Twitter

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Congratulations for getting to the end of this sentence. "As an online culture, people are not reading; they're scanning," says Dell Computer's Stefanie Nelson, voice of @DellOutlet.

"The shorter and more direct your message is, the more successful you're going to be."

Dell tweets links to coupons at Dell Outlet's Facebook page, which shoppers use during checkout at Dell.com.

This strategy works for small companies, too: The abbreviated offers are easy to produce--you don't need an ad agency to write 140 characters.

California Tortilla, a chain of 39 causal Mexican restaurants based in Rockville, Md., spread coupon "passwords"--through its Twitter feed @caltort--that must be spoken at checkout to be redeemed.

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