The article is written by Kalena Jordan who writes a daily Search Engine Advice Column, and is Co-Founder of Search Engine College - an online training institution offering online instructor-led and self-study courses in Search Engine Optimization and other Search Engine Marketing subjects. Follow Kalena on Twitter.I think the curx of the matter is
“Unlike traditional advertising, a Twitter presence requires constant two-way communication to be effective. It also requires a level of transparency and selflessness that most companies aren’t used to employing in their marketing efforts. You can’t pretend to be perfect, and you can’t talk only about yourself.
“If you’re on twitter to market your business, the best thing you can do is shut up about your business and help people.”
How Twitter Is Teaching Business The Lost Art Of Conversation:
"Customer Interaction on Twitter
So just how do customers interact with businesses on Twitter? I wanted to find out, so I launched another poll:
POLL QUESTION: Have you ever communicated directly with a company using Twitter? What was your main reason for doing so?
• Yes to resolve an issue 25%
• Yes to give positive feedback 18%
• Yes to give negative feedback 6%
• Yes for another reason 16%
• No 35%
It was encouraging to see that 65% of poll respondents have conversed with a company using Twitter. When you consider that nearly half of those people had an issue to resolve with the company they communicated with, the potential for customer loss and retention is lit up like the proverbial Christmas tree. Then there’s the number of respondents giving companies direct feedback via tweets. That’s enough to get any PR Department salivating!
Meg Geddes, a Search Marketing expert and power Twitter user related her recent positive experience with a business on the micro-blogging site:
“At the end of December, there was a special one-day only promotion through Intuit and Staples (an office supply) for buying Quickbooks Pro where you’d get a full rebate. I ordered it and filled in my rebate paperwork but it was illegible and had to be refaxed. The date on the revised paperwork sent by Intuit didn’t match my order date (and I didn’t notice) so my rebate was denied.
I was bitching about it on Twitter and within half an hour, someone from Intuit sent me a tweet asking if she could help. I laid it all out for her, and she got it approved; I got my rebate very shortly after that. I was very happy, as I had been expecting to have to sit on the phone for hours with Intuit and/or Staples.”
But they’re not all positive experiences. Below is an exchange I witnessed on Twitter between a company representative (V) and an unhappy customer (J) who was Twittering while on hold with a Call Center . . . . More at DreamTeamMoney.com