Produced by Jason Zagami


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On a Sunday morning in 2010, April Dunford was sitting at the Dark Horse Espresso Bar in Toronto working on her laptop. By 10:45AM her laptop was running out of power. She looked around, there was only one power outlet and it was being used by other customers. Frustrated she took to Twitter to vent.

Five hours later, the Dark Horse replied.

 Scott Stratten said “If I owned a cafe near the Dark Horse, I would have had an outlet with April’s name on it, taken a picture, and tweeted it out to her with an invitation for a coffee on-the-house. Are You Listening?”

No, most people aren't.

"I think a lot of people haven't updated the way they view marketing and communications. We have the incredibly powerful and public platforms where you can talk to millions of people, which is incredible. But also millions of people can also talk to you, and about you. You can hear those conversations, you can interject into those conversations, especially on Twitter, I'd say more so than any other platform, where there's an expectation that a brand is going to be present in the conversation. That's where they're going to listen to customer complaints and react to them, and look for opportunities to surprise and delight. It makes it a really hard platform to get right, but also really powerful when you do." Alex Silberman, Director of Social Media at Monster.com 

Larger companies use monitoring apps such as Mentionmapp, Hootsuite, HubSpot, and Mention.com.

Setting up alerts for industry terms, competitor mentions, or problems your company can solve are a great way to monitor, engage and delight consumers.

Last week Diana Bautista tweeted:

Campbell's Soup monitoring for terms such as freezing and gloves saw Diana’s tweet and responded:

"It’s not always about free stuff though. As an airline you might be able to reach out to someone traveling across the country for a sibling's wedding and give them fun tips on what they can do or a smart way to pack a suit."

"Companies that have developed social care capabilities on Twitter see a year-over-year revenue per contact grow 6%, so it’s not just about satisfaction. It also impacts the bottom line. Companies that don’t have customer service capabilities on Twitter see a decrease in year-over-year revenue per contact of 12%. That’s an 18-point swing on the bottom line."

"Twitter is significantly more efficient and effective for doing customer service. The call center costs about six dollars for every resolution. On Twitter that’s only one dollar, which means for every customer you can transfer away from the call center to engage with you on Twitter, you can save five dollars." - Jeff Lesser, Product Marketing Manager at Twitter.

The Fun Stuff

But the real magic happens when brands let their hair down and have some fun clowning each other. The Old Spice vs. Taco Bell clapback happens to be my favorite.