- To update customers on company deals, promotions and coupons (Dell, DellOutlet, Starbucks, Popeyes, Southwest Airlines)
- To offer customer support (JetBlue, ComCast, TheHomeDepot)
- To converse with customers (Southwest Airlines [runs non-official entertaining discussions], Best Buy has built Gina Community)
- To invite customers to upcoming events of possible interest (Whole Foods Market)
- To run ask-and-answer sessions (HRBlock)
- To offer an alternative subscription option (ATTNews, Forrester Research)
- To post company news and discuss with listeners (BreakingPoint, Ford [FordCustService; FordDriveOne; FordDriveGreen; FordTrucks; FordMustang; FordRacing; FordRacingNWide], Samsung)
- To promote the corporate blog (Kodak Chief Blogger, GM, FedEx)
The purpose is to allow co-workers to share status updates. You post updates on what you are working on. You can post news, links, ask questions, and get answers for people in your company.
You can see most the most prolific people and the most followed people. It is a good way to discover who is the most influential in your company.
It is also possible to follow specific people or topics (as defined by tags). Conversations can be viewed in threaded mode, like FriendFeed. By keeping up with Yammer, employees can see what everyone else in the company is talking about over the past 24 hours, week, or month.
This is a private Twitter only for employees of a specific company. Just like Facebook in the early days, which required a university e-mail address to join, Yammer requires a corporate email address to join.
Unlike Twitter, Yammer actually has a business model. It is free to use for employees, but if a company wants to claim their network and get administrative tools to remove messages and users, set password policies, or set IP ranges for who can use it.