What are your brand's main objectives with interaction on Twitter? If customer service and brand identity rank highly as goals, it may be time to invest additional resources.
New research from Simply Measured shows three in ten of the Interbrand Top 100 Brands have a Twitter handle that is dedicated to dealing with customer service issues. This allows them to respond to customer service inquiries away from their main Twitter platform, which helps them protect their brand identity.
"Managing the negative impact of a disgruntled customer can be crucial in a viral atmosphere like Twitter, where negative PR can spread like wildfire," Simply Measured noted.
These top brands have dedicated social media customer teams who monitor these dedicated handles and respond to queries. However, response rates vary wildly, with between 42 per cent and 75 per cent of customer service mentions replied to.
Demand set to continue
According to Simply Measured, demand from consumers for dedicated customer service channels on social media is set to continue. Brands that act now to get in place both the processes and resources to deal with such demand are set to reap the benefits in future.
"Brands will have to be dynamic, allocating resources to ensure their ability to exceed customer expectations," they added.
One complaint from consumers that brands will need to take into consideration is where there is uncertainty about which Twitter handle to use to get issues resolved.
The last thing a disgruntled customer wants to hear once they have complained to the main Twitter handle is that they'd need to take the issue up with a different account. There are a number of ways in which the issue can be addressed, including making sure Twitter bios make it clear what the purpose of the particular account is and establishing internal processes whereby customer service teams seamlessly pick up relevant conversations and continue the dialogue from the relevant account.
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