Twitter is a diverse platform that fulfills the needs of different people, be it a mode of self-expression, a way to connect with friends, or a business tool. Personally, my Twitter account is a mix of business and pleasure, though mostly it’s a space I use to share the random thoughts I have that are usually only funny to me.
However, there’s another use I have for Twitter; one that leaves industry experts and the everyman with mixed feelings. By this I mean the feared, sometimes even loathed, tactic of using Twitter for customer service. This method isn’t for everyone, but there’s no denying it’s useful.
“But Maddy, what’s so wrong with connecting with brands over Twitter?” you’re probably not asking yourself. “I love following the companies I admire,” you probably don’t add. To which I would say, me too! Don’t get me wrong — I think Twitter is a great way to reach out to brands you like and give them a proper hello or friendly shoutout.
But here’s the kicker: As a community manager, I can also say contacting brands via Twitter when you’re unhappy with the services you’ve received is highly effective. Why? Because the majority of brands are not managed by a robot. Well-managed brands have at least one person behind their accounts, and bigger brands have entire teams. Many times bigger brands also have dedicated customer service handles, making the likelihood of reaching a real human when contacting a brand much higher (and much more effective) than a 1-800 number.
Know The Facts
Some important facts to keep in mind when contacting a brand over Twitter: According to a study conducted by Simply Measured and reported by AdWeek, the average response time for major brands was 5.1 hours, with the shortest response time being 42 minutes. The study also shows that the average response rate of major brands was 42 percent, with only 10 percent of brands getting to more than 70 percent of their messages. The study notes that not all mentions require a response, and ideally those that do would be answered.
As community managers and brand evangelists, it’s our job to care. We are the human extension of our brands, the person behind the curtain, so to speak. No good community manager sees a negative comment or tweet and shrugs it off as nothing. It’s our duty to have a course of action and a reactive response ready to go.
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Why It Works
Expressing discontent over Twitter works because it requires brands to connect on a human level and forces consumers to take responsibility for their feelings. When you think about it, is telling your friends you had a bad experience at Acme Co. and avoiding the company any worse than directly acknowledging you weren’t satisfied and want to know what the company’s course of action will be to rectify the situation? The companies are responsible for their goods and services. We’re responsible as consumers to speak up, not just trash a brand without offering a corrective course of action that would fix our perception of the company as the consumer.
I think it’s best to use this method in instances where it’s really called for — something I’m trying to get better at distinguishing. There is no need to rip apart the local hamburger joint because they forgot your pickles. Life calls for rolling with the punches.
I Love You, You Love Me
It’s also important to mention the significance of showing love to your favorite brands over Twitter so that you’re not constantly throwing out a bunch of negativity into the Twitterverse. If a brand does something that pleases you, show them the love. Don’t be afraid to use those 140 characters to express your gratitude for good service or worthwhile products. Everyone deserves a hug from the Interweb once in a while.
Having lived both sides of the coin as a community manager and a consumer, I understand why complaining to brands over Twitter isn’t exactly met with great enthusiasm. No one wants to come off like a crybaby and no one wants to deal with one either.
That being said, regardless of who you are, I think you deserve the best customer service your money can buy. If you’re not happy with what you receive, I say do something. Just be tactful, remember to show the love, and avoid being a jerk. No one likes a jerk — even giant corporations would agree.
What customer service experiences have you had over Twitter? Let us know in the comments.
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Hurrdat is a Lincoln, Neb. digital marketing agency specializing in social media and content marketing. The company was founded in 2010 and merged with B² Interactive of Omaha, Neb. in 2014 bringing even more digital marketing specialties to both firms’ clients. Together they provide a full range of social media, SEO, and website development services to both national brands and local clients. The companies employ more than 75 people in Nebraska and have won multiple awards for their business efforts, company culture, and clients’ campaigns.
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