Habitat has returned to Twitter three months after it pulled its account following widespread criticism for using the site to spam the community.

The furniture retailer came under fire in June for using hashtags to spam trending topics, such as the Iran war and a new iPhone launch, with marketing messages and money-off deals (nma 23 June 2009). At the time Habitat labelled the campaign as a mistake which was carried out by an “over-enthusiastic intern”.

Habitat returned to Twitter yesterday with the message, “We’re back. Sorry it took so long. This time we want to get it rightt. Tell us what you want to hear from us and we’ll mark suggestions in our favourites.”

A Habitat spokesman said, “Since reactivating the account there has been a positive response from the Twitter community. So we’ve learned that it’s clear consumers genuinely want to hear from brands they’re interested in, as long as the information is relevant. It’s also clear that you have to engage with a community on its own terms.

“A lot of the feedback has made us fully aware of the importance of interactive digital marketing. It’s a continual learning process and it’s key to remain humble and appreciative of the audience,” he added.

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Published 16 September, 2009 by NMA Staff

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