Using Twitter to complain – how effective is it?

How important is social media when it comes to engaging with your customers? Well if it’s being discussed on the BBC’s One Show, it must be! In last night’s episode, the show delved into the increasing numbers of consumers taking to Twitter as a forum to complain and the effectiveness of doing so.

While customers should receive good customer service (regardless of the platform they use to complain) increasing numbers are turning to social media to air their grievances and the real time nature of Twitter means they want answers fast.

In a survey by Simply Measured, the average customer account response time on Twitter was 5.1 hours – the fastest was 42 minutes – so it’s no wonder users are finding this to be a valuable channel, over traditional means such as telephone, letter, and dare I say, email!

Social media can do wonders for a brand when it comes to engaging directly with their customers, understanding customer behaviour and spreading news, yet it is important that companies know how to respond to complaints in a timely manner to prevent customer dissatisfaction and consequently negative tweets spreading like wildfire! Failure to do so can be damaging to a company’s reputation.

Take for instance, earlier this month,  an unhappy customer decided to buy a promoted tweet to complain about his father’s lost luggage after flying with British Airways (by no means is this the first disgruntled customer to tweet about an airline company – I’m sure we’ve all had bad experiences!). But the promoted tweet allowed the message to reach a much wider audience, prompting a timely response from the airline and the luggage was conveniently discovered – result!

As consumers recognise that Twitter is an effective tool to connect with companies, and to receive valuable customer support, brands will need step up to the mark to ensure they exceed their expectations.

Latest Posts

Staying updated with the ever-evolving world of social media is tough at times. Explore and learn about the most recent highlights and trends right here: YouTube tests QR codes The video network is introducing QR codes for channels to enable quicker connections. It is also testing effects creation for Shorts…
Read More
OK, so you already know that video is king on social, right? Good – well we’re not going to tell you why, you already know. But you may wonder how you can make it most effective for B2B social campaigns so your clicks, engagements, video views and web traffic all…
Read More
When you think of social media platforms, Meta and TikTok probably come to mind first. But what about YouTube? While YouTube is primarily known as a video-sharing platform, it has been steadily incorporating more social features, transforming it into a hybrid space that brands should not ignore. Here’s why YouTube…
Read More