Fans are sick of canned responses like: “We’re sorry to hear that! Please call Customer Service for further assistance.”
Twitter is the place to get personal and to interact with your fans in a unique and authentic way. It enables you to show your brand’s creative voice and personality, and create relationships and connection with your customers. Automatic, blanket responses are the opposite of that creative, personal touch.
Some good examples of customer service on Twitter:
Totino’s has personified its brand voice with its official Twitter account “Pete Zaroll,” a talking, tweeting pizza roll.
Denny’s has embraced its reputation as the best place to get drunchies at 3 a.m. with their seemingly random tweets, meme use, and general hilarity. Denny’s has managed to gain quite a loyal following on social.
Do’s and Don’ts on Twitter for Brands
Embrace the opportunity to use a real voice and personality. Twitter is a great platform if you want to break out of the cookie-cutter social content and stand out in a sea of advertising messages and product posts.
- DO: Take risks!
If there are big ideas or new tactics that you would like to try out before launching them on your other platforms, Twitter may be the place to do it. The dynamic nature of the platform means content has a relatively short shelf life, so get out of your comfort zone and send that tweet
- DO: Be creative and find your own voice.
No, you shouldn’t just start tweeting random things or making snide comments to customers just because Denny’s and Wendy’s do it that way. Find your own unique strategy and stick to it. Do you want to be witty? Make a statement? Spread a message? Twitter is the place to personalize your message and foster connection.
- DO: Be cautious when tapping into hot topics or political conversations.
While many of these topics are top-of-mind, often trending on major social networks, dipping your toes into hot water also means you risk alienating some of your audience. Even if you think you know your fan base well enough to go there, keep your potential audience and future fans in mind as well. The risk is of course up to you, but tread lightly.
- DON’T: Be phony.
Fans will see through your half-assed attempts at connecting with them, so don’t force it. Find your voice, but for the love of all things social, don’t end up on Brands Saying Bae. Twitter’s user demographic is heavily millennial, and research suggests this group values authenticity and relationships with brands. You can find out more about millennials here. Remember even as you take risks with a new strategy, stick with your brand’s core beliefs and values.