Valley businesses address customer tweets

By Karl Henkel | June 16, 2011 at 12:02a.m.

YOUNGSTOWN

Businesses use Twitter to directly connect with consumers, but consumers seem to be using the social networking site for something different: business-bashing.

According to a report released Tuesday by Cleveland-based TOA Technologies, more than 1 million people each week view tweets related to customer-service experiences. Of those viewed tweets, more than 80 percent are critical or negative of customer-service experiences.

“It may not be a big surprise that people tweet when they are unhappy about customer service — but what is astonishing is the expansive network effect of these tweets,” said Yuval Brisker, CEO of TOA.

Some local businesses have dealt with negative customer reactions and have found an easy way to quell complaints.

“We’ll message the user back and send a direct message to their inbox,” said Beth Choike, account executive for GatesmanMarmion+Dave Inc., the marketing arm of Sharon, Pa.-based Quaker Steak and Lube, which has 1,500 followers to its @theofficialQSL handle. “It’s not too often that we’ll have negative comments, but when they are there, we try to address them as quickly as possible.”

Michelle Teece, social media coordinator at Sweeney Auto Group in Boardman, said it’s easy to see customer-reaction tweets when the company is mentioned by handle, such as @SweeneyCars, but that doesn’t mean companies ignore comments if the handle isn’t included.

“They won’t necessarily mention Sweeney,” she said. “But if I know they are one of our customers, I’ll alert their salesperson to let them know what’s going on.”

Melissa Ames of the Better Business Bureau in the Mahoning Valley said Twitter can be a powerful tool for businesses because it allows companies to directly field customers’ opinions.

“You’re not letting the story spin out of control,” she said. “If you address it quickly, you don’t have that added pile on.”

Choike admitted it is a little different than the old-school comment box, and that Twitter critiques can be seen by almost anyone.

But if the complaint is properly addressed, she said, it can be quite a benefit to the business.

“People actually turn into brand champions because we’re taking the time to address their concern,” Choike added.