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Twitter Going Far Beyond Microblogging for Businesses

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Twitter Going Far Beyond Microblogging for Businesses

October 22, 2015
By Michelle Amodio
TMCnet Contributor

Twitter (News - Alert) may have just started as a microblogging site, enabling users to communicate whatever was on their minds in 140-characters or less but it has come a long way since its start in 2006. People are no longer using the site to casually speak their thoughts; nowadays, Twitter is a platform for customers to interact with businesses without having to call an 800-number and wait in a queue.

It makes sense that the social site is aiming to grow what it unintentionally sparked; realizing that B2C brands have grown about 50 percent year after year, its focus is shifting towards one that is customer-centric.

Sprout (News - Alert) Social and Oracle have been busy working on tools so that businesses that want to use Twitter as a platform for interacting with customers can do so. This partnership will help Twitter compete with the likes of Facebook (News - Alert) Business Messenger.

“Right now, companies have access to the same rudimentary tools you and I can use on the company’s general data analytics page. If they want to know how many people are reading or responding to a tweet, they must evaluate it individually and by hand. In the future, they’ll be able to access real-time information about which tweets—and responses—are spurring interaction,” according to Jessi Hempel, a senior technology and business writer for Wired.

Customer service on social can be very hit-and-miss. Some businesses are excelling, and some customers use it as a first port of call; however, many still see it as a last ditch effort for resolving a customer service issue.

Image via Shutterstock

Knowing what's being said about your company online allows you to see where you're succeeding and where you need improvement. If a negative tweet stays out there without response, it can create a negative perception of your company. You can’t delete a negative tweet, but you can respond to it right away, showing that you care about what your customers are doing and saying.

As Twitter mentioned in a blog post, stats from Social Bakers say that 80 percent of customer service requests are happening on Twitter, so that’s where businesses need to be.

The collaborative effort between Twitter, Social Sprout and Oracle (News - Alert) will help “develop improved solutions for companies to elevate their customer service.”

To keep up with the times, it's important that your business has great customer service, and even more so, an engaging social media strategy that's equipped to handle customer service issues as well.

In the age of social media, word spreads quicker than you can imagine, and all it takes is a few bad experiences to ruin your business's reputation. Twitter is finally hearing the needs of the businesses that use it, thus turning Twitter into a regular platform for customer service inquiries. 

Edited by Maurice Nagle

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