Twitter is king of customer service for retailers

For retailers looking to better connect with customers, Twitter ranks as the best social media platform to do so. A new study found that customer service issues find significantly higher engagement on Twitter than on Facebook, according to research by social media analytics firm Klout.

While Twitter is a key tool for two-way conversation with customers, Facebook is still valuable, just in a different way as shoppers are more likely to use Facebook to share more details about their experience outside of a 140-character tweet.

The data points suggest that social media is becoming increasingly important for retailers, big and small. A surprising 90 percent of shoppers said that the amount of money spent at a retailer is impacted by their social media engagement with the brand, according to data from Infosys. The study also revealed that customers engage more with a brand via social media than on retailers' own websites.

Customers also look to social media first when they are searching for deals and promotions. Seventy-one percent of shoppers admitted that they have actively searched for a coupon online after hearing about it on social media. Furthermore, 40 percent shared or traded coupons on social media in 2013, up from 30 percent in 2012.

For more:
-See this Klout blog post
-See this Valassis Shopper Marketing Report

Related stories:
Social media leads to a surge in coupon searches
Sephora launching its own social media website
Macy's turns to YouTube to grab Millennials
Sephora realizes 150 percent growth in mobile
Sephora names former Sears Canada CEO as new chief executive

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