Why should you use Twitter for business? There is no doubt that social media disrupted our lives in ways few experts could have ever predicted. But no social platform disrupted the world of business more immediately than Twitter. Twitter for businesses opened up a channel for consumers to communicate directly with companies. At first, whether the company knew or not. Acting as the world’s forum to broadcast news, opinions and status updates, Twitter users quickly utilised the service as a means to grab companies’ attention. Customer feedback used to be a private matter. Scrawled on a comment card and descended into a sealed drum. But Twitter for business gave consumers a soapbox to give feedback in real-time. Twitter users were, and are always, talking to companies. It just depends whether companies are talking back.
Twitter in numbers
Twitter continues to increase its user base year-on-year. Today, it boasts 335 million users, with an average of 5 million tweets sent per day. What’s more, its users aren’t just vocal, they’re often young, and financially well off. 37% of users are aged between of 18 and 29 years, and 25% are in the 30-49 bracket, with 56% of all earning $50,000 (USD) or more annually. Engaging with your customers and prospects through Twitter for business isn’t just essential for your brand and customer service, it can also yield huge profit.
A truly interactive channel
As the voice of your customers, providing real-time data that reflects their needs, desires and behaviours, Twitter has been historically used to generate huge insights that inform strategy on everything from branding, product lines, PR, sales, marketing, and customer experience.
Innovative and forward-thinking companies with their fingers on the pulse have been successful at taking advantage of this in countless examples. TMobile, for instance, noticed a huge spike (37%) of negative sentiment towards their brand. This was after a small change in their service model. Fortunately for them, CEO John Legere was highly active on the platform. He was able to be proactive in his handling, quickly correcting the problem and earning brownie points from consumers in the process who were happy to be heard. For a company less engaged with Twitter, this would have had a much different ending. No doubt it would have resulted in huge loss of revenue as customers abandoned ship. Before the business could even figure out what went wrong.
Twitter DM conversations
But perhaps Twitter’s most game-changing quality is how accessibly conversational it is. In the public sphere, the timeline is so instant and visible (especially via a distribution of retweeting, paid promotion and more recently, favouriting) that complaints to companies must be therefore dealt with quickly, even if it is just a holding response that takes users behind a private curtain of resolution. This is where Twitter Direct Messaging comes into play, and where it has changed B2C operations for good.
Making the most of Twitter for customer service
Agents respond more quickly with Twitter DM, often at a cost that’s 80% less per interaction than by the phone. And yet, B2C companies are only responding to around 60% of tweets directed at their accounts. It’s evident that companies are missing a massive opportunity by ignoring 40% of mentions. But what this also means is that your brand has a chance to get ahead of the competition. With Twitter, you can become known for your superior customer experience.
Why is customer experience so important?
A great customer experience is not just something that is nice to have. Customers forgive brands a lot less than they used to. Almost two-thirds of those who have a poor experience reduce their spend as a direct result. At the same time, customer service is becoming increasingly difficult. The need to meet ever-increasing expectations with tailored one-to-one experience (and not just a glorified FAQ page, automated voice menus or a rather unhelpful help guide) is growing. Twitter for customer service is an easy way to achieve this.
Furthermore, 95% of consumers are influenced by what other people say about companies on social media. To the average consumer, an unanswered tweet (whether the user is tagging the company with a handle or hashtag or not) is a display from a business they would distance themselves from, even if they don’t know the tweet origin personally. But that same tweet, with a call-to-action to directly message the company for a resolution, followed by an additional status on how much they love the company is an instant endorsement. Amplify this by the millions of tweets that are sent to businesses every week, and you have a self-generating PR machine.
You need to be plugged into Twitter for customer service because people are talking about your brand. Wouldn’t you rather they talked to you?
See also: Why use Twitter DM for business?
Comapi are now proud to offer Twitter DM as part of our CPaaS and API offering. Contact us today for a demo.