Tweeting – Good for Building Brand, Bad for Customer Service

In today’s WSJ, Katherine Rosman looks at big brands sponsoring college classes and graduate research to build buzz and seize the hyperconnected community. 

For decades, drug makers, car companies and other manufacturers have lent financial support to universities conducting research relevant to their businesses. But industry previously shied from supporting research of “soft” social sciences, says Irving Wladawsky-Berger, a longtime executive at International Business Machines Corp.… Now, computer science is increasingly employed in the study of human behavior and shopping habits. “What is new is we can extend science to marketing,” Wladawsky-Berger says.”

Meanwhile, Michael Hess(BNET)  delivers his thoughts on why Twitter is a bad tool for customer service.
A reporter contacted eight household-name companies, including Zappos and Delta, with a complaint or inquiry via three different methods: Twitter, phone, and online support. Skipping to the end of the story, by far the most effective customer service came from… the phone, with the worst coming from Twitter.”
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