How Nike Is Beating Brands Like Apple and Adidas at Twitter Customer Care

The Swoosh almost always answers

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Rational Interaction, a digital agency based in Seattle, last month released a study that found that 67 percent of Twitter’s 310 million daily users utilize the platform for customer service. At the same time, it discovered that nearly 93 percent of brands are not responding sufficiently to such queries. 

We asked Rational Interaction to dig a little deeper for key, brand-specific revelations. Here are a few interesting takeaways from its seven-day study from midsummer. 

Apple, AT&T, Adidas and Sephora lag
During the time that Rational Interaction evaluated, @AppleSupport received almost four-and-a-half times as many service requests than the average brand in the study.



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