Twitter is becoming more attractive to brands with its latest new features focused on providing marketers with improved tools and insights for both advertising and customer relationship management (CRM).
Twitter Offers New Features for More Efficient CRM
It’s no secret that customers love to reach out to companies for customer service via their social media pages – especially Facebook and Twitter. They expect and typically receive faster service through these avenues and their questions, comments and concerns appear in a public forum for all to see. The expectation (and quite often the result) is better quality customer service because of the transparency of social media. Twitter is taking advantage of this phenomenon by marketing itself as a place for CRM with new features that include the ability to link customer contact numbers or Twitter handles to customers’ accounts (via the Fabric developer platform) and the ability to track all of a user’s interactions with their brand on Twitter. Hilton is one of their big name early sign-on clients for the new services.
New Brand Analytics at Twitter
Twitter continues to focus on brands with the addition of Twitter Brand Hub. Twitter Brand Hub is the place where advertisers may go to receive insights into the larger ongoing conversations about their brands on Twitter – of course in turn providing them with the knowledge to create much more focused campaigns on the social network and elsewhere. It’s the sort of knowledge that we see in passing in our social media experiences from various users and now brands will have a place to easily access the entire well of this information for their own brands.
Data includes the TrueVoice metric comparing the percentage of a brand’s presence in the overall social conversation to those of other brands, demographics of users tweeting about a brand, what social media users are discussing about a brand and the top words or phrases used in tweets about a brand. The implications of Twitter Brand Hub are great with its potential reaching far beyond social media marketing and stretching over even to the realms of product and market research, product development and other areas by equipping companies with more data on what customers want. Twitter Brand Hub is even focused on impressions which is unusual for social media but an undeniably important traditional marketing measure outside of social. Twitter’s move to show marketers the power of their tweets beyond classic measures of engagement such as retweets, comments and likes could potentially transform the way social media marketing is conducted and utilized in the near future and across all social media platforms.
