This book presents a discussion of the properties of customer encounters conducted on brand profiles on Twitter. The author characterizes consumer messages containing positive evaluation and complaints posted on company profiles.
This book presents a discussion of the properties of customer encounters conducted on brand profiles on Twitter. The author characterizes consumer messages containing positive evaluation and complaints posted on company profiles.
Acknowledgements Introduction Chapter 1. Social media and corporate communication 1.1. Social media as a channel of communication 1.2. Social media and marketing communication 1.3. Social media and electronic word-of-mouth communication 1.4. Twitter as a microblogging service 1.5. Twitter in corporate communication Chapter 2. Customer encounters as a genre of social interaction 2.1. Customer encounters as a genre of social interaction basic characteristics 2.2. Previous research into customer encounters 2.2.1. Face-to-face customer encounters 2.2.2. Call centre interactions 2.2.3. Online customer encounters 2.3. Crisis communication, complaint and review management 2.3.1. Crisis communication, complaint and review management in traditional channels of interaction 2.3.2. Online crisis communication, complaint and review management Chapter 3. Corporate profiles on Twitter general characteristics 3.1. Company profiles structure and types of posts 3.2. Modes of interaction on the profiles discursive blending Chapter 4. Positive evaluation and complaint management on Twitter 4.1. Methods and materials 4.1.1. Methods 4.1.2. Materials 4.1.3. The structure of customer encounters on Twitter 4.2. Consumer positive evaluation on Twitter 4.2.1. Consumer positive evaluation on Twitter 4.2.2. Positive review management 4.3. Consumer complaint and negative evaluation management on Twitter 4.3.1. Consumer complaints on Twitter 4.3.2. Complaint management responses to complaints and negative evaluations Chapter 5. Selected politeness and lexicogrammatical properties of the tweets 5.1. Methods 5.2. Conventional politeness acts: openings and closings, forms of address and self-identification in the tweets 5.2.1. Address forms 5.2.2. Self-identification 5.2.3. Opening sequences 5.2.4. Closing units 5.3. Selected lexicogrammatical properties of the tweets 5.3.1. Informal and non-standard language, mistakes 5.3.2. The use of emoticons, hashtags and links Conclusions References
Acknowledgements Introduction Chapter 1. Social media and corporate communication 1.1. Social media as a channel of communication 1.2. Social media and marketing communication 1.3. Social media and electronic word-of-mouth communication 1.4. Twitter as a microblogging service 1.5. Twitter in corporate communication Chapter 2. Customer encounters as a genre of social interaction 2.1. Customer encounters as a genre of social interaction basic characteristics 2.2. Previous research into customer encounters 2.2.1. Face-to-face customer encounters 2.2.2. Call centre interactions 2.2.3. Online customer encounters 2.3. Crisis communication, complaint and review management 2.3.1. Crisis communication, complaint and review management in traditional channels of interaction 2.3.2. Online crisis communication, complaint and review management Chapter 3. Corporate profiles on Twitter general characteristics 3.1. Company profiles structure and types of posts 3.2. Modes of interaction on the profiles discursive blending Chapter 4. Positive evaluation and complaint management on Twitter 4.1. Methods and materials 4.1.1. Methods 4.1.2. Materials 4.1.3. The structure of customer encounters on Twitter 4.2. Consumer positive evaluation on Twitter 4.2.1. Consumer positive evaluation on Twitter 4.2.2. Positive review management 4.3. Consumer complaint and negative evaluation management on Twitter 4.3.1. Consumer complaints on Twitter 4.3.2. Complaint management responses to complaints and negative evaluations Chapter 5. Selected politeness and lexicogrammatical properties of the tweets 5.1. Methods 5.2. Conventional politeness acts: openings and closings, forms of address and self-identification in the tweets 5.2.1. Address forms 5.2.2. Self-identification 5.2.3. Opening sequences 5.2.4. Closing units 5.3. Selected lexicogrammatical properties of the tweets 5.3.1. Informal and non-standard language, mistakes 5.3.2. The use of emoticons, hashtags and links Conclusions References
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