Twitter can be a most effective way of starting a conversation with your customers. However, it can be difficult to determine who is the best person in an organization to take that leadership role.
Arm the person - or team - responsible for your Twitter account with the most up-to-date company information. This means press releases, all marketing materials and the like. Keep in mind that while good news can go viral, so can bad news or a negative customer experience.
Provide customer service training to your official Twitter staff. Essentially, they will be providing official business communication to potentially thousands of customers. Make sure they're properly armed with training. It's not that much different than being in a customer service phone bank.
Consider providing incentives. Set clear expectations and goals such as how many tweets per day, how many retweets, increase in the number followers, etc.
Determine who the best person at your organization is to be your voice on Twitter. Often times this job is delegated to an intern or someone low on the totem pole. That's a viable option as long as they receive the proper training.
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