To Tweet or not to Tweet?

In 2018 more people than ever are sharing their opinions with the World. 330 million Twitter users have joined the platform since it began in 2006, this has seen huge increases in attention brought to businesses’s social media presences, both in a positive and negative light.

No one enjoys being put ‘on hold’ with customer service, not even an instrumental version of ‘Bright Eyes’ by Art Garfunkel could make it more appealing. That’s where the charm of social media steps in, complete ease for the customer and a chance to reply instantly with a solution.

Twitter allows businesses to respond to customers simply, directly and instantly. Giving opportunity to solve issues and queries like never before. Used correctly, Twitter could really improve your business’ rates of customer interaction and retention, here’s a few examples of brilliant company Twitter accounts…

The Top 3 Twitter Accounts for Customer Service

# 1. XBOX – Microsoft

Did you know XBOX hold the Guinness World Record for the ‘Most Responsive Brand on Twitter’?… (Yes, that is a real award).

With 1.04 Million followers, the @xboxsupport account is active 7 days a week 8am to 10pm, which enables users from all countries to tweet and receive a response the same day. With an average of 55 replies per hour, @xboxsupport takes the top spot in the ‘Best of Customer Service’ on Twitter.

The best tip to take from the Xbox Support’s Twitter account would be to reply quickly! Speedy replies mean less users are waiting with problems, increasing the levels of positive outcomes. Most queries could be solved with a simple Google search, but the personalisation of a message directly from the company means users are more likely to find exactly what they’re looking for.

Xbox also tweet helpful links to their FAQ website page and other information pages created by Microsoft; this is a great way of keeping the consumer happy, informed and linked in.

#2. Casper

Have you heard of Casper?

It claims to supply the internet’s favourite mattress… Which is a pretty bold claim but it’s backed up by over a billion happy customers supported by Amazon and Google, both rating the company 5/5 stars. They’ve also won a ‘Shorty Award‘ for ‘The Tweeting Mattress’, a number of witty tweets that grabbed the attention of the Internet.

Let’s hop over to Casper’s Twitter account. Unlike most it doesn’t have a separate account for support, which would be a downfall if it didn’t handle it’s customer service issues perfectly. Casper claims to have an ‘over the top‘ approach to dealing with customer issues, often using GIF and memes to respond to users. They have a swift response rate and receive very few negative comments online. Here’s a few of my personal favourites:

The best tip to take from @casper on Twitter would be to be different! People won’t remember all of those business accounts who tweet ‘by the book’. Stand out and match your market, but don’t forget your target audience… Think of it as your existing marketing scheme; personalised!

Casper often tweets users that have recently bought a mattress asking if they’ve ‘had a good night’s sleep’, making each individual customer feel unique and cared for. They’ve seen their Twitter account tenfold in a year because of their excellent personalisation and quick responses. For businesses struggling with their online presence, Casper is definitely one to watch.

#3 – Starbucks

Starbucks has more than 27 verified Twitter accounts ranging from a basic ‘@starbucksuk‘ to ‘@TheRealPSL‘ promoting their annual sale of the famous Pumpkin Spiced Latte. They have an answer for every question and reply usually within an hour, keeping customer’s happy and their mentions even more positive. Starbucks even have an account which encourages users to send in future drink ideas under the handle ‘@MyStarbucksIdea‘ with links to a website where users can formally send in a detailed description of what they’d like to see in their local Starbucks.

The best tip to take from Starbucks’ many Twitter accounts is to listen to your audience. The best way to control the positive to negative comment ratio is to listen and respond to your customers, there’s no way forward without the backing of your customers.

Another major coffeehouse chain ‘Pret‘ ran a recent poll on their Twitter account asking customers what they would like to see in store. The majority of users voted for discounts if they were to use re-useable cups and that’s exactly what Pret have done. A regular coffee now 49p down from £1.75… safe to say user’s online flooded Pret’s Twitter with praise and a wave of new interest has hit the company.

The Top 3 Worst Twitter Fails

Now what would be fun about writing a blog on the best of Twitter? Absolutely nothing. So here’s a few of the worst Tweets sent out by global brands that shook the internet…

#1 – Vodafone

Although Vodafone have a brilliant Twitter response team that is online 24/7, it doesn’t stop a rogue employee taking control of the keyboard… Back in 2010 when Vodafone had a total of 8,824 Twitter followers a disgruntled employee tweeted out this:

This post was taken down and the offending colleague fired immediately. A lesson to all businesses on Twitter, check your tweets before they are sent out… It might save you from a media firestorm.

#2 – Microsoft

Microsoft are usually an excellent example of a brand that knows exactly how to use Twitter to it’s advantage, with over 8.3 Million followers and many other accounts linked to help solve user’s issues. They made an insensitive mistake about the death of Amy Winehouse tweeting this in 2011:

‘Microsoft UK PR’ sent out this tweet one day after the singers’ death causing hundreds of complaints from Microsoft and Winehouse fans alike. Another example of proof reading before pressing send, a common mistake among companies twitter accounts.

#3 – Chrysler

Chrysler, a well known car manufacturer, tweeted out this in 2011:

Not only have they included a swear word in their tweet they’ve also managed to offend a whole State of followers… No prizes for guessing how far their sales in Detroit fell…

Customers don’t expect companies on Twitter to use swear words or vile language, not only does this seem unprofessional but also unapproachable, users won’t want to interact with your brand if your online presence seems intimidating and rude. The tweet was deleted after many users complained and an investigation was launched into the creation of the tweet.

Top Tips for Tweeting:

1. Have a separate twitter for support.
2. Reply quickly!
3. Stand out from the crowd! Be inventive!
4. Ask for a ‘Direct Message’ for complaints or issues.
5. Always proof read!
6. Never swear or use vile language.

Clara Babbs

@makeitclara