Plenty has already been said about Twitter and how it has changed social networks. One of the areas that is not talked about enough is the impact consumer engagement can have on your product lines.
I am going to use Adobe Dreamweaver as a case study to demonstrate the various kinds of customer tweets and how Adobe could be positively engaging their Dreamweaver customers on Twitter. I’m picking on Adobe a little bit because I think their current Twitter Dreameaver account isn’t very engaging and could be a valuable resource to the company.
Millions of Twitter users are talking about what they are doing, experiencing or interested in at any moment in time. That practicality guarantees that someone, somewhere is talking about your products or service. You can group these tweets into five categories:
- Praise: The best kind of Tweets. Spontaneous endorsements from actual customers.
- Problems: Oh oh, someone is having a problem with your product or service and they are complaining in a public space! Quick, turn that negative into a positive by showing your commitment to customer service and a speedy resolution.
- Solution: Congratulations, someone has figured out that your products or services are actually helpful at solving some kind of problem. Even better, they are telling others about it.
- buzz: Sometimes your product or service just because part of a conversation.
- Pirate: Some has just posted a link to a message board or another new “warez” site. Oh great, yet another avenue for pirated software to make it into the hands of your potential customers.
Classifying the types of messages that are likely to be generated by your customer base makes it easier for your marketing team to create workflows and policies for corporate communication. You need to create policies that can engage these users and have a positive influence on the twitterverse. Continue reading