Corporate tweeters need to know that they aren’t just promoting a brand or solving a problem: they are performing for an audience, supporting customers throughout their journey, and even, subtly, selling. The best, like American Airlines, make it feel natural. They have given their social media staff a clear mission and a great deal of autonomy; the account’s managers chat with customers, offer up front to solve problems, and empathize with frustrated travelers.
50 Companies That Get Twitter – and 50 That Don’t
A ranking of corporate Twitter accounts based on empathy.
April 27, 2015
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