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We’re only beginning to see the use of Twitter for customer service. Yet the expectation of brands that use the channel is increasing all the time.
Businesses may start prioritising engagement with customers on Twitter according to their influence. This was Brian Solis’ prediction speaking at Thinking Digital in Gateshead today.
Solis said that measurement tools such as Klout enabled brands to determine the influence of a Twitter user and prioritise their response accordingly.
Ultimately the ability for consumers to communicate directly with organisations is likely to required fundamental corporate and organisational change.
“Fundamental issues that are repeatedly arising on Twitter need to be dealt with at an operation level within a business,” said Solis.
Placating Twitters users will only work for so long he said.
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I read every post Brian makes to his post, and often highlight them in the MarCom Professional Friday Roundup, but we disagree when it comes to Klout.
Such over-simplistic tools are too influencer-centric, whereas PR professionals must aspire to be influence-centric imho. Rather than repeat myself here, perhaps I can point anyone interested in the weaknesses of Klout and its ilk to my slidestack delivered to Monitoring Social Media Bootcamp 2010 in April. It became the most widely tweeted and facebooked doc on slideshare that day
Influence: the bullshit, best practice and promise
http://www.slideshare.net/Sheldrake/influence-the-bullshit-best-practice-and-promise
Build an influencer-centric tool and you’ll clean up. For now it involves mining loads of data and is bloody tough. Hence Brian has opted for an easy answer and a quick win.