Twitter To Launch New Features For Brands
- Date: 2010-05-31 - Word Count: 360
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Though Twitter is an individual-dominated social network, the micro-blogging site hosts a number of corporate accounts as well. Brands utilizing Twitter often use the site as a customer service platform, or as a way to build relationships with their customers. These tasks will soon get easier for brands, as Twitter begins the beta rollout of its newest feature, dubbed the "Twitter Business Center." The introduction of Business Center features will enable brands large and small to utilize Twitter as an even more effective channel for customer service and customer interaction, and hopefully means even bigger things are on the horizon for Twitter.
As it stands, the basic Twitter Web client doesn't offer much help for businesses. A "Contributors" feature was introduced last year, allowing certain accounts to grant access to multiple users, but that feature is still very limited. In order to utilize Twitter for business purposes, brands had to seek out third-party applications such as HootSuite - taking them away from the Twitter site. With Business Center, both of these problems are resolved. Once the service is widely available, more brands will have the option to add multiple users to their account, and they'll be able to do everything right on Twitter.com.
Another positive feature of Business Center involves Twitter's Verified Account program, which has previously been limited to individuals (usually those with celebrity status). Brands using Business Center will automatically have their account upgraded to "Verified," letting the Twitterverse know that the account is the real deal. This is a big step forward, as fake accounts can be created by anyone, and an unsuspecting customer may end up following the wrong one.
The most exciting feature Business Center offers is the ability for "Open DMs," or direct messages. Direct messages are private tweets between users, but the users must be mutual followers to communicate through DM. For brands, this limits the kind of interaction they can have with a customer. With Business Center, brand accounts can accept direct messages from their followers, and reply back immediately - without the hassle of following them back first. Brands can keep service issues private, resolve them quickly, and focus their public tweets on more positive messages.
As it stands, the basic Twitter Web client doesn't offer much help for businesses. A "Contributors" feature was introduced last year, allowing certain accounts to grant access to multiple users, but that feature is still very limited. In order to utilize Twitter for business purposes, brands had to seek out third-party applications such as HootSuite - taking them away from the Twitter site. With Business Center, both of these problems are resolved. Once the service is widely available, more brands will have the option to add multiple users to their account, and they'll be able to do everything right on Twitter.com.
Another positive feature of Business Center involves Twitter's Verified Account program, which has previously been limited to individuals (usually those with celebrity status). Brands using Business Center will automatically have their account upgraded to "Verified," letting the Twitterverse know that the account is the real deal. This is a big step forward, as fake accounts can be created by anyone, and an unsuspecting customer may end up following the wrong one.
The most exciting feature Business Center offers is the ability for "Open DMs," or direct messages. Direct messages are private tweets between users, but the users must be mutual followers to communicate through DM. For brands, this limits the kind of interaction they can have with a customer. With Business Center, brand accounts can accept direct messages from their followers, and reply back immediately - without the hassle of following them back first. Brands can keep service issues private, resolve them quickly, and focus their public tweets on more positive messages.
Related Tags: branding, networking, blogging, brands, social media, twitter
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