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Profile: @Falabella_com

16 August 2009

(1) WHY this site?

Your argument for why this org should be included in our analysis

(2) Screen shot


(3) Data on tweets

Data per prototype post Kodak
:: Sample: last 100 tweets or sample the same day going back in time by week if the entity tweets a lot
:: Filiz (and perhaps a team) will eventually create these graphics

(4) “Fill In The Blank” stats

Date data downloaded : 08/14/09

Industry sector :  Retail

Twitter ID : @Falabella_com
Followers : 606
Following : 2
Ratio followers/following : do the math (>1 is better, to a point) 303

Number posts: 38
Account created : June 8, 2009
First post : July 27, 2009

Bio: “Better purchase Online” bio could use more information about what kind of retail store they are.

Bio link:

Facebook :

MySpace : NONE
LinkedIn : NONE
Org Blog : NONE
Org website home :
Other: NONE


Quiénes Somos

Falabella is one of the largest department stores in Chile and the most important in South America with a presence in Argentina, Perú and Colombia.  It was funded back in 1889 by Salvatore Falabella when he opened a tailoring store.

During the 60s, Falabella started to expand in Santiago and Concepción in Chile. Twenty years later, the store expanded even more when it launched its CMR Falabella, its own credit card, with the objective to offer a more flexible way to pay for its customers.

That is how for over 100 years it has been compromise to improve the quality of life of the Chilean people and now in Argentina.

Falabella is the first department store to get into the Argentinean market. In 1993, the first store opened in Mendoza Argentina.  Currently there are 9 important stores in Mendoza, Rosario, Córdoba, San Juan and Buenos Aires. In 1999 Falabella opened a store in Buenos Aires with a market of more than 13 million people. Falabella has the latest technology that allows a better management.

(5) Analysis

A. General

(A.1) Background: Inviting green background (color of the logo) that incorporates graphics and effects. Their webpage is also part of the background design.

(A.2) Avatar: Use their logo.
(A.4) Transparency: Using the initials of the people who write the tweets could add another touch of transparency.
(A.5) Bio Link: Not available on Twitter, but it is available on their website.

B. Tweets

(B.1) Replies: They reply to questions or suggestions.
(B.2) ReTweets: They have not used RT yet, but it needs to be considered that they just start to tweet last month.
(B.3) DM requests: They have used the DM, for example their first tweet was to respond a DM

(B.4) Hashtags: They have not used the hashtag up to date, but it needs to be considered that they just start to tweet last month.
(B.5) Favorite tweets: They currently do not have favorite tweets.
(B.6) The fact that they are responding to DMs is a good sign for a true conversation.

C. Questions/Suggestions
(C.1) The fact that they answer the questions of their customers shows that they are open to a true conversation. Their tone is casual. They could enhance their conversation tone by adding a hello, have a nice day, it is raining today, etc. They only have 2 tweets that start with good morning and 2 with hello, the rest start with an invitation to buy or to announce their offers.

E. Conclusion

Falabella_com in Argentina implemented Twitter as a tool for their sales online only and they can pick it up at the local store.  It is a good way to encourage the online purchasing. Latino America is behind on the online sales, due to lack of trust of online security.

Tone of Conversation


Interpretation of Tweets


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