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When Twitter Tweets Back

When Twitter Tweets Back

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Published by Emilio Notareschi
Social Conversation Best Practices for Brands
Social Conversation Best Practices for Brands

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Categories:Types, Brochures
Published by: Emilio Notareschi on May 05, 2011
Copyright:Attribution Non-commercial

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05/24/2011

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WHEN TWITTER TWEETS BACK
Social Conversation Best Practices for Brands
Prepared by Sarah McFather | February 18, 2011
www.iqagency.com | 280 Interstate North Circle SE Suite 300 Atlanta, GA 30339 | P: 404.255.3550 | F: 770.956.8014Version 9.7.10 | Confdential and Proprietary © Copyright IQ 
 
 
WHEN TWITTER TWEETS BACK
IQ 
1
HP Official News
@hpnews
 
Palo Alto, CA
Official news from HP, edited by Ethan Bauley and theCorporate Communications team. For support, pls contact @ HPSupport . Press only: corpmediarelations@hp.com
http://www.hp.com/go/datacentral
Using social media like Twitter is an easy way tocommunicate directly with customers, so why aren’tmore companies using it or this purpose?To investigate, we ocused on the Fortune 50 list. Westarted by sending @ messages to each one askinginnocuous questions that were tailored to theirproduct and/or service. We veered rom really toughquestions that might appear to be rhetorical. We werenot seeking some groundbreaking inormation: wesimply wanted to know….
Who would write back?
O course, there were other data points we collectedbesides this, such as the number o tweets they’vewritten, the number o people who ollow them andthe number o people they themselves ollow. But mostimportantly, we wanted to know whether we would fnda timely response and i it would be inormative? Orwould we be let hanging orever?
KEy TAKEAWAyS fRom THE ExpERImENT
Based on this experiment, fve takeaways suraced thatshould be considered to help create the most positivecustomer communication via Twitter:
1. Clearly label your purpose
Make it abundantly clear what your Twitter account isintended or. I you have multiple Twitter accounts ordierent purposes, clearly present them on all your Twitteraccount pages to eliminate customer error. Be sure toinclude other helpul inormation like support numbers,links, etc. 
Most companies have at least one Twitteraccount (whether they be ofcial or mapped toany sort o strategic goals). But is it being used toinitiate a dialogue with customers? Or is it simplya one-sided conversation?
THE ExpERImENT
 
WHEN TWITTER TWEETS BACK
IQ 
2
 James (^JC) George (^GM)
Customer Service
@ChrisAtUPS @EvanAtUPS@JeanAtUPS @JenniferAtUPS@TennilleAtUPS @TeriAtUPS
2. Make it abundantly clear who you arewhen you reply
Keeping a riendly tone is important, but you still needto maintain a particular level o proessionalism soyour customer will not be conused when a seeminglyrandom person replies to the question. Either stick withthe logo o your company or use a photo that clearlyhelps defne the Twitter “team” as representatives o thecompany. I you do use a photo o the people answer thequestion, make sure the name is rom the company (e.g.HPSupport, instead o “Je”):It’s also not a bad idea to make it simple and clear whoto contact when a customer has questions. While UPS,or example, has several dierent Twitter accounts alldevoted to customer service, it may be conusing toknow which account they should use:
Misdirected message sent to @GMblogs is sent to@GMCustomerSvc with me tagged:Misdirected message sent to @WellsFargo is seamlesslyanswered by @Ask_WellsFargo.Responses rom seemingly random peoplecould spark conusion:
Wells Fargo
@mcfatherHi George here from@Ask_WellsFargo. Yes pls call our supportteam at (800) 869-3557 & inform them.Follow/msg us if u have ?s ^GM
Sarah McFather
@wellsfargoI’m travelling internationallysoon. Should I notify Wells Fargo in advanceso my credit card doesn’t get denied?
Wells Fargo
@mcfatherHi George here from@Ask_WellsFargo. Yes pls call our supportteam at (800) 869-3557 & inform them.Follow/msg us if u have ?s ^GM
 
GM Blog
@GMCustomerSvccan most certainly help uRT@mcfather:@GMblogsHow do I determine if my GM has a recall on it?
GM Customer Service
@mcfatherHi Sarah! You can send me a DMwith your VIN and I’ll check for you! ^JS
Sarah McFather
@GMblogsHow do I determine if my GM hasa recall on it?
 Jeff 
@mcfatherHi Sarah. HP Tech support # is1-800-474-6836. Hope this helps.
I a tweet does come in that isn’t appropriateor the account, have a process in place wheretweets can either be orwarded, or quickly let thecustomer know who will be able to help.
Responses rom a person clearly identifed as a companyteam member is much clearer:UPS’s multiple Twitter accountsthat all do the same thing:Wells Fargo’s Twitter accountwith multiple contributors:

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