Customer feedback on Twitter: A tale of sound and fury, signifying … what, exactly
By Steve Rosier
Posted in Customer Engagement
In a society with a double penchant for up-to-the-minute news and personal publicity, Twitter is the perfect medium of communication for many. Its 120 million active users range from pop stars to President Obama to Stephen Fry to just about anyone you care to mention. We know when they are eating, partying, working, and sometimes more than that … but how have we got to that stage? With celebrities there are commercial motivations – it’s about constant, drip-feed publicity – but for the rest of us it’s more about the fact that we can give voice to our thoughts instantaneously, wherever we are, and know that they’re being read by hundreds, maybe thousands, of people.
So does that ease of use encourage us to be injudicious? And does that effect how brands should read tweets about their organisation? Well, it is certainly much easier to type a snarky 140 characters into your smartphone than it is to complain face-to-face, to pick up the phone, or even to write a long-form email – and the viral element can make Twitter an even more tempting option for those who wish to draw attention to their comments. It is also true that a large organisation simply cannot please everybody all of the time, and one disaffected customer with a large Twitter following may put off a disproportionate number of prospective customers, if the satisfied customers (who may be by far in the majority) do not also make their views known.
That is not to take away from Twitter’s usefulness as a listening tool. It remains a golden opportunity for marketers and customer service professionals to gain insight into how their brand and service is perceived by customers and prospective customers alike. However, it is of utmost importance to make sure that the technology in use to monitor opinion and sentiment on Twitter is optimised to take account of the unique properties of the platform. Meaning that real, actionable issues can be quickly isolated from what may be a background noise of serial complainers. Such technology allows you to cut through the sound and fury, and analyse the real significance of what is being tweeted about your organisation.
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