A significant rising star in the social media world, Twitter, is being used for more than simply letting others know the current state of one’s lunch. Twitter is fast becoming a tool utilized by online businesses to build, maintain and control reputations.
With over 3 million global users, companies now have a very convenient way to contact current customers and gain new customers to ensure further growth potential. The exact ways these businesses are doing just that depends heavily upon the business itself. One of the best tactics to take is a very direct approach and to deal with current and possible customers on a very personal basis. Two companies, Comcast and Southwest Airlines, achieve great results by using Twitter to reach out to customers.
Comcast
High-speed internet, cable, and phone service provider Comcast jumped onto the social media wagon quickly and with a purpose in mind. The company uses Twitter to give their customers another avenue for support.
Frank Eliason, Senior Director of National Customer Service Operations for Comcast, manages the Digital Care Team that assists Comcast customers all throughout the Web. His Twitter account, ComcastCares, is active daily and is full of personal responses to customers with issues and concerns. Along with him, there are nine other Twitter users whose sole purpose is to provide customer support.
A perfect example of how well this use of Twitter has panned out for Comcast occurred in April of 2008. Michael Arrington, founder of TechCrunch, expressed his major dissatisfaction with the cable company when traditional support measures were not having the effect he desired. ComcastCares picked up on the messages being left on Twitter regarding this fiasco and called Michael personally to attend to his issues.
Because of this well-thought out plan of support through social media and its exemplary execution, Comcast has lead the way for other businesses to follow suit.
Southwest Airlines
Southwest Airlines uses Twitter as a way to personally connect with customers. The company not only talks one-on-one with Twitter users but it also uses the service to inform their customers of upcoming deals and bargains. Some users have even reported of the company’s Twitter account contacting them directly to let them know how to save even more money on airline tickets.
March, 2008 David Armano had wrapped up a flight with Southwest and, in passing, mentioned the convenience and ease of using the two-button check-in offered by the airline at the airport. The Southwest Twitter account picked up on this and sent Mr. Armano a personal thank you.
Taking the time to become more personable to current and future customers is one way for a business to excel using Twitter. Southwest Airlines clearly has this down pat.
Final Thoughts
Twitter can be a very powerful tool if used correctly in creating and managing an online reputation. There are many ways of going about this and the preceding two examples show how a very direct and hands-on approach can establish the kind of reputation every company desires. One that is proactive, supportive and reactive when the need arises.
