Simply Measured

30% of top brands have dedicated Twitter feeds for customer service

The immediate nature of Twitter means that it is both a blessing and a curse for brands, as it gives them an excellent opportunity for having conversations with users but also puts pressure on them to respond quickly to customer complaints.

To give themselves some breathing space and ensure that marketing messages don’t get drowned out by consumer queries, many brands operate separate Twitter feeds for marketing and customer service.

In a recent series of posts looking at how major brands use social I noted that Tesco and ASOS have dedicated Twitter feeds for customer service, and we’ve also investigated whether Twitter is creating a VIP customer service channel.

And new research from Simply Measured shows that 30 of the Interbrand Top 100 Brands currently operate a dedicated customer service Twitter feed, a number that has increased from 23 since December 2012.

Use of Instagram growing among top brands: report

Brands continue to invest heavily in their presences on social media stalwarts like Facebook and Twitter and when it comes to newcomers, Pinterest seems to be creating the most buzz.

But the company that Facebook agreed to purchase for $1bn, Instagram, is quietly seeing adoption from a growing number of brands.