Twitter is rapidly becoming one of the most popular social
networking sites, with more than 44 million users, according to
market research firm comScore. While some of these users have been
attracted by the chance to keep up to date with the day-to-day
goings on of celebrity users such as Stephen Fry, Lance Armstrong
or Jonathon Ross, many people have flocked to Twitter to network
with their peers, chat about industry issues and hire people,writes John Cunningham (TwitterID: @johnpc), director of
business markets atntl: Telewest
Business.
More than one in five users (21.7 per cent) now use Twitter
primarily for work purposes, according to recent research carried
out by the Conference Board and TNS, which reflects the growing
trend for people using the website for more professional purposes.
This has given Twitter a more mature level of interaction than
users might have experienced a year ago
As famously asserted by 15-year-old Matthew Robson in his report
for Morgan Stanley, Twitter is not for the younger generation, who
are more likely to be found on Facebook. Its more straightforward
design has lent itself to attracting a more grown-up
demographic.
According to Ofcom's Communications Market Report 2009 the site
has attracted an influx of senior level professionals aged 35-54.
The chance to connect with this audience has prompted many
companies to start tweeting and even develop guidelines for Twitter
usage. While there have been several high profile success stories,
there have also been some well publicised gaffes, which have
demonstrated how companies can get Twitter wrong.
Typing that first tweet
If you are considering how your company can use Twitter then
your first step should be to listen to what is being said about you
and your market. It is vital that you understand the tone of the
conversations being had by your customers and peers before you type
your first tweet, or you risk alienating this online community
before you have a chance to become a part of it.
Not all of these conversations will be positive, but rather than
ignoring negative tweets you should view them as a prime
opportunity to engage. Asking how a problem can be resolved is a
much more effective strategy for improving customer relations than
simply avoiding the issue.
This type of interaction can often turn a disgruntled customer
into a brand advocate when they see such a proactive and personal
response to their problem. However, this type of interaction on
Twitter should not be viewed as an opportunity to do customer
service on the cheap. Twitter should be viewed as another channel
for your business to engage and communicate with its customers in a
way that most suits their needs.
Although Twitter can be used effectively as a channel to engage
and connect with prospective customers, using the site for blatant
promotion of your product or service is frowned upon. By pushing
out marketing content and not engaging with users, you may find
that few users choose to follow your account, and some may even
block you.
A bird's eye view
Twitter is fast becoming a good indication of how your business
is viewed by its customers and prospects, allowing you to see what
people actually think. Whilst Twitter is still not a complete
representation of the whole of your customer base, it provides a
complimentary vehicle for viewing feedback on your brand in real
time - good or bad.
There are numerous free desktop applications, such as Tweetdeck,
that allow you to observe the conversations that are taking place
about particular keywords. This makes Twitter an invaluable
resource for spotting trends and responding to them with help and
advice, which can give your company a more human face.
One brand that has been quick to recognise the effectiveness of
using Twitter as a customer service tool is JetBlue Airways. Having
spotted that customers were tweeting about their travel problems
the airline started using the social network to help resolve
customer problems, make company announcements, and promote offers.
Twitter's real-time search capability means that JetBlue's customer
service staff can proactively monitor the site for mentions of
JetBlue in relation to late flights and poor service. If employees
encounter complaints, they can take immediate action and quickly
tweet back to ask how the problem can be resolved.
Whilst this may be a B2C example, the same opportunities exist
for companies operating in the B2B market. For example, if someone
asked their followers about their experience of purchasing software
or corporate networks it is a golden opportunity for a business in
this sector to offer help.
Flying high
Twitter is proving to be a useful tool for engaging with
customers and this aspect of its use will undoubtedly continue to
grow. Twitter can allow you to communicate with your customers on a
more personal level, which can help make them feel like more than
just a statistic to your business and offers you the ability to
humanise your brand, engage more effectively and increase loyalty
to your business.