Quality over Quantity: Twitter for Customer Service

Although a slightly older article (2 years! madness!), I was still impressed when I read comments made by a Jet Blue manager, Morgan Johnston, regarding their social media philosophy. The important points:

• be driven by its followers
• grow naturally with the Twitter audience
• encouraging new users who may not understand how Twitter works makes JetBlue hesitant to promote the account to passengers.

In short- I couldn't agree more. It goes back to my recent thoughts on the Comcast Twitter strategy, which argued that customer expectations may create a gap and be disadvantageous. It is not enough to simply participate in the social media area. Due to the natural growth of the Twitter audience, a failure to adequately meet customer expectations is just a detrimental as having poor customer service over the phone. In fact, because of the viral nature of social media, brands must start placing emphasis on the quality of customer service provided and not just how to incorporate its use.