Top brands use Twitter for customer support, study says

Among the brands listed on the Interbrand Top 100, nearly all (95 percent) use Twitter and nearly one in four (23 percent) use it as a customer service platform (i.e., they have a Twitter handle dedicated to customer service), according to a new report by Simply Measured.

For the study, Simply Measured tracked three months of Twitter messages exchanged via the 23 customer support accounts (from Sept. 1 through Nov. 30).

Among the Top 100 brands, seven (7 percent) responded to more than 50 support-related tweets each day over the three months, and three (3 percent) handled more than 100 tweets a day:

Meanwhile, customers have fairly high expectations for receiving support via Twitter.