Nobody does chocolate like Jacques Torres (@jacquestorres), and after Valentine’s Day 2011, nobody tweets like him, either. The man is truly passionate about both his product and his brand. This love could not have been more evident than through his one-man V-Day crusade to get people buying into his stores—and all that damn good chocolate.

He tweeted nonstop yesterday about his special heart creations. And he was on the move all day, telling followers where and when they could meet him at his various NYC stores. If the 70’s were, themed around “power to the people,” Twitter is defining a new era of “passion to the people.” I noticed Jacques’ stream-of-consciousness tweets, and was impressed how effectively he was using the platform—cutting through a lot of clutter on arguably the biggest chocolate day of the year.

But now, V-Day is over (oh-so yesterday), and I hope he killed it on sales. The man certainly earned it. What I learned from this passionate chocolateprenur are three, delicious things:

  1. Tweet a story by planning a story. Live narratives offer can’t-stop-reading excitement.
  2. Be part of the story. Jacques may create original and delicious chocolate treats, but he manufactures something even more tasty: undeniable, mouth-watering passion.
  3. Twitter is about what is real in real time. When planning events, from flash mobs to openings, nothing has more of an active voice than tweeting all about it.

Hope everybody had a wonderful Valentine’s Day, it’s almost time to start planning 2012!

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