Twitter offers up 122-page ‘playbook’ for brands

The social media platform’s team consulted with customer service pros from major brands to compile its guide.

Twitter has now for quite some time dominated the social media customer service game.

Nearly 80 percent of customer service questions posed to brands social media happen on Twitter, according to Socialbakers. Its study also found that tweets directed at business-to-consumer brands have more than doubled in the last two years. The only problem: brands aren’t exactly doing a good job of responding. Socialbakers also found that fewer than 30 percent of those questions were actually answered in the second quarter of 2015.

Twitter wants to give brands the tools they need to fix this. Enter the Twitter Customer Service Playbook.

The 122-page guide is aimed at helping brands improve the way they approach customer service on the platform.

Twitter is also partnering with Sprout Social to offer “a new data and functionality to create an improved and transformative customer service solution for brands,” according to a Twitter blog post. “Additionally, Oracle intends to release their upgradable customer service solution in the near future.”

The playbook offers tips and best practices from some of the leaders in Twitter-based customer service. That includes Hilton (@HiltonSuggests), Best Buy (@BestBuySupport), Comcast (@ComcastCares), Spotify (@SpotifyCares), T-Mobile (@TMobileHelp) and Microsoft (@LumiaHelp).

“As we cover in the playbook, customer service on Twitter has many benefits, as well as some challenges,” Chris Moody, VP of Twitter data strategy, writes. “Users expect quick responses, personal and friendly interactions and timely resolutions.”

You can download the full Twitter Customer Service Playbook here.

Topics: PR

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