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Both Starbucks and Amazon have started a gift giving campaign using Twitter as the delivery vehicle. In Starbucks’ case, gift senders can send a $5 gift card to one of their Twitter followers. But one problem with this seems to be that the receiver may not know about the gift and, if they don’t redeem it, then it’s money down the drain for you.

One quick fix for that problem, however, is this: Hold a contest. That way, the receiver of the gift will be expecting it and should redeem the gift certificate when it comes through to them on Twitter.

Amazon’s gift giving program allows you to donate money to your favorite charity, which can actually make you feel better about your philanthropy. The program is called Amazon Smile Program, and how it works is like this: You designate .05% on eligible purchase items to go to a charity of your choice. This is done before selecting your shipping options.

With Amazon’s program, you can choose a recommended charity or pick one of your own.

Here’s the question: Is this the new thing in online marketing? Will this start a new trend? Will other companies, like Amazon, commit to giving to charitable causes out of their own pockets as a branding strategy? Will other retailers, like Starbucks, allow you to give Twitter gift certificates to your followers? If this catches on, expect Twitter to get a little bit more like the wild west – and that may not necessarily be a bad thing. Getting any ideas?

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