Scott is asking his contest entrants to tweet only once in order to observe Twitter etiquette and avoid spam, and he's very careful to spell that out on his entry page. He also careful to spell out any possible problems that might occur either because of the entrants location or ethics.
This contest is a very clever use of social media, but it's clearly only part of Scott's strategy. He first wants to raise his follower numbers, then he'll be able to market to those followers later. He might not even want to directly market to them, instead just informing them and keeping them close as fans (he'll undoubtedly get some because of the contest) and market to them through his web site or blog. Either way, the contest is a winner.
Can you do something like this to improve your social media presence?
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