Twitter is making it easier to direct message brands

Twitter has replaced the customer call center. Just look at any airline’s Twitter feed.

Today, Twitter is making it easier for brands to initiate a direct message when private information is needed, say a record locator or a credit card number, with a new button within a tweet that directly opens a direct message. That makes it easier to keep track of the conversation and making the app easier to use to those not intimately familiar with the tabs.

Twitter said in a statement that handling customer’s problems through direct messages leads to increased brand loyalty and even sales. People who have their issues resolved through direct messages are willing to pay companies more in the future because of the convenience, according to research from social media managing tool Sparkcentral. Also, it’s always nice not have to pick up a phone and talk with a human.

Here’s what the new button looks like in action:

DMprompthalf

The button has been slowly rolling out in the wild, with Delta Air Lines, Alaska Airlines, Hyatt and Starbucks among the first to trial it.

delta

Ideally this will cut down on people publicly tweeting their record locators, which is a privacy nightmare for airlines.

https://digiday.com/?p=162620

More in Marketing

Manchester City uses Fortnite to expand its global audience

As Manchester City rolls out its own Fortnite experience, it will have to contend with the fact that this brand new world does not come with a pre-existing user base. To address this problem, the company plans to leverage its network of players and talent to spread the word across their social feeds.

How Chipotle’s fighting-game-focused esports strategy is paying off at Evo 2024

In 2024, Chipotle’s choice to court the relatively niche fighting game community appears to have paid off. According to a joint study by YouGov and the agency rEvolution, which helped develop Chipotle’s gaming strategy, U.S. esports fans between the ages of 18 and 44 reported a nearly 100% increase in their intent to purchase Chipotle following the brand’s esports campaign last year.

How Revolut’s creator strategy is benefitting from YouTube’s long-form swing

The challenger bank is prioritizing YouTube creators in bid to reach consumers.