In February this year, when a meagrely Twitter population of self-promoters and internet junkies was suddenly invaded by hoards and hoards of regular people, something quite special happened.
A community appeared which represented a reasonable cross-section of society, happily donating their thoughts and feelings to a bottomless database of information, all instantly accessible through Twitter Search.
Twitter & the collective consciousness
What we have now with Twitter Search is a meaningful barometer of the collective consciousness, along with the ability to react to tiny shifts in that consciousness, as and when they occur.
Whether it’s the latest Susan Boyle revelation, shock success of the BNP or simply the fact that it’s Friday (Twitter’s trending topics currently lists the acronym ‘TGIF’), if something is happening, people will be tweeting about it.
Reacting to complaints
Some companies have already made good use of the opportunities available through Twitter. Comcast’s director of digital care, Frank Eliason, regularly searches Twitter for the word Comcast (and, allegedly, ‘Comcrap’), to react directly to any customers’ issues that they happened to have mentioned on Twitter.
Wholefoods also reacts to complaints on Twitter, with replies including the cheerily personal: ‘Sorry to hear that your soup was cold. Let me know which store it was and I’ll see if I can get you in touch with the store team leader.’
Tweeting special offers to followers
Another way to engage with customers on Twitter is to build a community with some sort of incentive to check what you’re tweeting, and to respond to their questions to reinforce the connection.
What should you do?
While it may not be appropriate for all companies to react to their customers’ tweets, it can never hurt to just take a look for you own brand name and find out what kind of Twitter-press it’s getting.
Ideally, though, you’ll think of something so brilliant and fresh to do on Twitter that your brand name will become part of Twitter history and gain infamy simply through endless Twitter articles like this one.
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