Contact Center Solutions Featured Article

Big Brands Falling Short On Twitter

January 23, 2013

Social marketing has a few very basic, hard and fast rules and since much of the field is basically evolving as a new social networking system the rules for using it in marketing have to be somewhat malleable too. But one of the most basic principles is that when customers talk about a business in social networking, that business is generally well-served by having a presence in that particular arena. Big brands, however, don't seem to be learning that lesson, as revealed by a recent study from digital marketing firm Acquity Group.

The study from Acquity Group found that, when it comes to the 50 best-known and largest brands in the United States (as measured by Interbrand's Best Retail Brands), fully 71 percent don't respond to customer tweets. This included names like Wal-Mart, Target, and Best Buy (News - Alert), most of which got failing grades when it came to multichannel customer service response. While almost paradoxically, 90 percent of the brands are involved on Twitter (News - Alert), only 29 percent respond to customer tweets that mention the customer's interaction with brands.

Several tools have even recently become available to help businesses keep better track of when their business is being mentioned, so that they can make responses accordingly. Twilert, for example, sends updates by e-mail when a brand is mentioned. Yet no matter what tools are used to monitor the feeds for brand mentions, the practice of actually doing so has plenty of potential benefits in its own right.

Social media is the place where customers are telling everyone they know exactly what they think of the services, products, and overall user experience at certain stores. If a Wal-Mart cashier was rude to someone, they commonly take to Facebook (News - Alert) or Twitter and tell their friends. When those friends are out shopping, are they now more or less likely to take their business to Wal-Mart? Less likely is a safe bet. That's a loss of sales and attendant revenue for Wal-Mart. But being there to clear up a problem or concern, address an issue, or even just thank someone for saying something nice about the company has benefits beyond the immediate, and the cost of keeping an employee to operate the social media feeds is minimal when compared against the long-term benefits of preventing lost opportunity and encouraging repeat business.

Small business owners, meanwhile, can take similar advantage right away. While they're not likely to be mentioned near as often as big brands, they can still take advantage of mentions on social networks for good or ill. Responding to those mentions gives the added appearance of caring that can make all the difference when it comes to where to purchase goods and services, and in turn makes social networking the kind of thing to keep a close watch on.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO Miami 2013, Jan 29- Feb. 1 in Miami, Florida.  Stay in touch with everything happening at ITEXPO (News - Alert). Follow us on Twitter.




Edited by Jamie Epstein

Article comments powered by Disqus

Related Contact Center Solutions Articles

Presence Technology Partners with Interactive Connect

Presence Technology, a provider of Multi-Channel Contact Center solutions that enable Contact Centers to optimize resources and improve communication process efficiencies, and Interactive Connect, LLC, a voice and data managed services and solutions provider, have announced new partnership. [ Read More ]
07/22/2014

Fonolo: Say Goodbye to Nerve-Wracking Hold Times

Anyone who has had to wait on hold knows how frustrating it can be; you either have to put up with listening to snippets of songs or music (that you'd rather not hear) or endure long periods of silence not knowing what's happening at the other end. Tech Cu, a credit union in the Silicon Valley, decided to give its call center customers a better experience by replacing nerve-wracking hold times with a call-back solution. [ Read More ]
07/22/2014

El Centro de CenturyLink Celebrates its Thirtieth Anniversary

As CenturyLink travels down memory lane and relives its thirty years of existence, it has many reasons to be proud of its achievements. Realizing how important the Hispanic market was, committed employees, with support from the company, established a bilingual call center to provide in-language customer service to the company's Spanish-speaking customer base. After this, "El Centro de CenturyLink" was born, and from then on, there was no looking back. [ Read More ]
07/21/2014

Contact Center Solutions Week in Review

It was another eclectic week in the Contact Center Solutions Community to say the least. Not only were there nice to not new capabilities offered, jobs to be had and industry recognition, but there was also a number of items on trends and a large dose of helpful advice. [ Read More ]
07/19/2014
Subscribe here for your FREE Contact
Center Solutions
enewslettter.

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!