Discounts in 140 characters, max

Companies are offering exclusive deals on Twitter. Whom should you follow?

Sometimes it pays to be a follower.

Twitter and Facebook have been a marketing godsend for all kinds of companies, which increasingly are using social media to build loyalty with shoppers. Now, retailers have even begun to tout sales and exclusive discounts to customers who interact with them through social media. For example, Banana Republic recently offered shoppers an invitation to an exclusive spring preview event, as well as a printout coupon good for 30% off a purchase of $100 or more at the event.

Developing a social-media presence lets companies more effectively manage what customers are saying about their business online by developing a following, says Lyn Mettler, the founder of Step Ahead, amarketing firm in Mount Pleasant, S.C. “They might as well get in on the conversation and offer something to reward the loyal customers,” she says.

For the best freebies, hunt for businesses located in your area, as well as nearby locations of major chains. They have more need of brand recognition and customers than a big-name company, and so are more likely to offer exclusive discounts for followers, says Sara Dunham, a spokeswoman for Savings.com.

Finding deals is as simple as registering for the free networking sites and conducting a search for your favorite companies and brands. Many even have coupon-specific feeds or pages that put deals all in one place.

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