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Twitter Makes Direct Messaging and Consumer Feedback Easier for Brands

Delta and Starbucks are on board

The social network adds new features for marketers. Twitter blog

Airlines and retailers often tout Twitter's real-time, customer service capabilities, so they should be happy to learn that the social platform just made their jobs a little easier. Twitter today debuted new options to improve company-to-consumer interactions. 

First and foremost, brands can now incorporate a "send a private message" button into their tweets, allowing Twitter users to begin conversations based on a public tweet. While that idea seems great for customer service, one has to wonder whether companies will get more than they're asking for at times.

At any rate, Delta, Starbucks and ClassPass are already using the feature. Twitter, based in San Francisco, has partnered with the following vendors on the initiative: Conversocial, Hootsuite, Lithium, Salesforce, Spredfast, Sprinklr and Sprout Social.

Twitter also is adding a feedback option that lets marketers privately ask users about their customer-service interactions. The feature appears designed to show customer-service professionals that Twitter is indeed serious about addressing their needs—generating feedback from consumers is a huge part of what helps them fix internal problems.

It also allows consumers to share sensitive information, such as credit card numbers, in private—in refund cases, for instance. The feedback element will be rolling out in the next few weeks. 

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