Twitter has problems when signing up Big Business
Some companies are committing substantial faux pas on micro-blogging site Twitter, which could be damaging their relationship with customers.
White paper reveals ‘fundamental problems’ with firms’ Twitter presence
Friday, May 27 2011 by John Burns
A surprising number of large global corporations do not have a Twitter presence, while some brands have too many Twitter accounts, according to a new white paper.
In an experiment conducted by IQ, 32 per cent of the 34 Fortune 50 companies targeted had no Twitter account, while 22 per cent failed to respond at all.
The Twitter Best Practices white paper published following the experiment suggests a whole host of positives to take away from the study, but also revealed a number of things that companies are doing wrong on the popular micro-blogging site.
One finding self-professed internet consultants and social media experts may be interested in is that there is such a thing as having too much of a presence on Twitter.
The issue is not one of prominence, but more to do with the confusion of having too many Twitter accounts set up for a single brand.
Author Sarah McFather found no less than seven IBM associated Twitter accounts, with the most general – @IBM – password protected with just two followers.
Ms McFather also noted that there was a surprising level of ambiguity across responses received from companies. In some cases, it was not clear who in a company the response had come from.
One effective means of tackling this difficult managed emarketing and customer engagement issue is to have a clear and concise Twitter account profile.
Ms McFather noted that the experience for customers is much improved when Twitter accounts are clearly labelled as Customer Service. Bank of America’s @BofA_help was picked out as a particularly good example in the report, featuring a brief description that included the times representatives were likely to be online.
However, the report picked out an even more fundamental factor for companies keen to engage customers on Twitter – actually replying to queries at all.
Failing to offer a timely response prevents internet consultants from taking advantage of what is an “easy win” for creating new relationships and appeasing “unfortunate experiences. Ms McFather notes: “Nothing kills a good brand experience more than zero feedback.”
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