The Twitter response
Close to one third of leading brands now boast dedicated customer service handles on Twitter, demonstrating a growing desire to divert negative attention and activity away from their primary brand accounts, says Simply Measured.
The social analytics outfit also says several brands are focusing on enriching their interactions, with Microsoft, AmEx, Nokia and UPS tweeting more than 100 times per day. The most responsive brands? Ford and Nike, who reply to more than 70% of inbound tweets.
Microsoft is the only brand that regularly responds to each issue in under an hour, with UPS and AmEx close on behind.