On Tuesday 20th September, Peach Digital hosted an
event for Social Media
Week Glasgow, which focused on the effects of social media on
customer service. We explored how traditional means of customer
service have changed in recent years with the rise of social media
channels; how brands are reacting and protecting themselves
throughout this shift, and what consumers can expect versus what
brands can deliver.
Part of our presentation was a real live Twitter experiment, which produced great
real-time results and demonstrated the impact of social media
channels on brand experience. I could write the outcome of
our experiment in this post, but rather than do that, why not just
run a little experiment of our own?
Firstly, like any true experiment we need to suggest a
hypothesis. For the basis of this particular experiment, let's say
our hypothesis is: voicing a complaint over Twitter is more effective to consumers than
using traditional channels such as the telephone.
Next we need to prove our hypothesis. How will do that? Easy -
try it out. Find your favourite, big-name brand on Twitter, and
engage with them. Tweet a comment, positive or negative, and see if
and how they respond. Remember to let us know how you get on and
the results of your experiment. You can tweet to us @peach_tweets or you can leave us a comment
after this post.
Need a bit more information on Twitter before diving into your
experiment?
Twitter allows for real-time interaction with real people, and
that's a good thing - a really good thing. Through Twitter, brands
have the opportunity to speak to their market directly, in real
terms. More importantly though, Twitter gives the consumer a chance
to talk back with a brand and engage in conversation. At last!
Twitter has bridged the gap between the business (brand) and the
consumer, essentially humanising a company to its market.
More than just a platform for which brands and consumers can
interact; Twitter has also leveraged real-time communication -
setting a new standard for customer expectations. Many brands are
acutely aware of the emerging shift in customer
service/interaction, and are directing their marketing efforts (and
budgets) to online channels. Meaning, the implications for a brand
that does not respond to consumer inquires online are greater now
than ever before.
To learn more about how Twitter can be used to leverage your
brand, email marketing@peachdigital.com or give us a call: +44
(0)141 204 0499.
