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Showing posts with label Airlines Brands. Show all posts
Showing posts with label Airlines Brands. Show all posts

July 12, 2011

How Airlines Use Twitter For Analysing Brand Sentiments




Engaging Users  Via Twitter : What To Do and What Not To Do

In most cases, users : use Twitter only when traditional Channels dont help them. For Brands this means " their   ground Staff and Cust Service has not been able to " provide them a effective and fair Solution . Badvocacy is a result of negative experiences with your brand. These can come from:Inconsistency across channels and touch points.

Maria Ogneva the Head of Community at Yammer, Shares her  thoughts on What Companies need to Do ,  to understand   Brand Sentiments  at Across Digital Channels and Twitter.

Figure out the issue. Read the content carefully, whether it’s a tweet or a long blog post, and understand the motivation behind the post. Is it a cry for help? Is it a distressed customer?Most problems with airlines are ' Customers need "   to hear them" and empathize with them

Respect privacy. Know when to take the conversation private. Upon initial contact, it’s appropriate to acknowledge the problem in a public channel. After the initial public tweet, you should reach out in a private channel to really dig in and see if you can make a difference. Under no circumstances should you ever exchange confidential account information in an unsecured or public channel.

Offer an individualized solution. In customer service, there’s no “one size fits all,” because each case is different. Offer an individualized solution, which may require you to work with the right people within your own company. Don’t tell this poor person to call the 800 number — go to bat for him.

Don’t let it stew. Address sources of conflict quickly. Because most people just want to be heard, cared for and helped, the faster you can reach out, the more likely you will prevent the situation from festering.

Never make it personal. If and when conflict escalates, never make it personal. Never attack the person, even if he or she attacks you personally. Keep the conversation focused on the issues.

Take action, close the loop. Even though it’s self-explanatory, after you take action, you need to close the loop. Communicate back to the customer what has been done, or how soon to expect something to be done.

Never lose your cool. Just like you shouldn’t make things personal, you should never lose your cool. Remember, even if you feel justified in “going berserk” in a certain situation, whatever you say in social media will stay part of your digital record forever. Choose your words wisely.
Watch advocates come to your rescue. If you have done your job cultivating advocacy, in an online conflict, your advocates will come to your rescue

Source :Maria Ogneva is the Head of Community at Yammer, where she is in charge of social media and community programs, and internal education and engagement. You can follow her on Twitter, her blog, and via Yammer’s Twitter account and company blog.


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