For the most part, many organizations’ Twitter accounts smoothly hum along, filling up with innocent comments and links to content from loyal followers. In other words, all is right with the social media world. But consider that there are now more than 400 million posts on Twitter per day (according to Twitter CEO Dick Costolo, as of June 2012). That means disaster can strike at any time. When a disgruntled customer decides to tell the world that your product or customer service is lacking, it’s crisis time, and how you respond to those tweets can make or break a brand’s reputation, at least in the short term.
Timely, Measured Responses to Posts Result in the Tweet Smell of Success
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