Twitter Becomes a Public Relations Tool

Qwest Communications International has launched a Twitter page to improve customer and public relations. Seven company reps take turns monitoring @TalkToQwest around the clock in a quest to provide prospective and existing clients one-on-one near real-time support. Qwest hopes @TalkToQwest will help reps resolve issues on high-speed Internet, billing, pricing, technical support, and more. The move comes as the telecom provider widens support online to social media sites such as blogs and social networks to communicate with customers, Laurie Sullivan of Online Media Daily reports. James Clark -- cofounder at Room 214, the Boulder, CO digital media agency that designed the Twitter program -- said addressing customer concerns and providing quick feedback is the first step. The challenge resides with integrating comments into daily processes. "Companies need to find a way to integrate the feedback in product development," he said. "Those that do that will have extremely loyal customers for life." Twitter has become more than a media relations tool or a method to keep friends updated on the hottest neighborhood coffeehouses for a growing number of companies. Room 214 has also supported The Travel Channel in a similar project. Qwest and The Travel Channel aren't the only companies reaching out to better service customers. Comcast, JetBlue, Odwalla and Starbucks, among others, monitor tweets on Twitter to respond immediately to consumer concerns, the best public relations practice. When Jarreau85 asked @JetBlue if they fly to Atlanta, the airlines' public response sent two minutes later read: "@Jarreau85 we don't, but let us know you want the route: http://is.gd/EYh." "If you tweet 'where can I find a Whole Foods in New York that has an olive bar,' the company will tweet back with the number and address," said Gregory Galant, CEO at Sawhorse Media, Brooklyn, N.Y., which recently published "The Shorty Report," which explores how companies use Twitter for business. Galant said a push for better customer service via Twitter has helped to diffuse sites like ComcastMustDie.com founded by Bob Garfield ( a PR nightmare for any company.) In a post on the Web site, Garfield explains plans to put the Comcast site to rest and redirect traffic to CustomerCircus.net, "where other infamously arrogant corporations will be subjected to power of aggregated rage." The value in Twitter for businesses comes from making requests and problems public. Customers believe companies face greater challenges to resolve issues quickly. Tweeting product questions on Twitter also gives other customers the option to find the answers. The tweets are achieved and searchable. For public companies, it could keep a public log to comply with government reporting regulations. Twitter is a way for businesses to regain a personal connection with customers, Galant said. Aside from customer service, companies use Twitter to list product announcements, special discount codes, and marketing opportunities, but they do it in a different way. Some companies offer feedback on inventory levels, dispatch dates, and answer questions about their products. Customers often know the first name of the person they're twittering with, which provides a personal touch. This is another way public relations is integrating new media.