Description
Book SynopsisThe book presents a discussion of the selected properties of customer encounters conducted on brand profiles on Twitter. The first part of the book discusses social media and their use in corporate communication, with a particular consideration of Twitter. It also defines customer encounters as a genre of interaction and presents an overview of previous research devoted to this area of communication. The second part of the publication concerns corporate profiles on Twitter and customer encounters conducted in this medium. The author characterizes consumer messages containing positive evaluation and complaints posted on company profiles. The strategies which companies use in response to positive and negative evaluations are discussed in detail. The publication also contains a description of selected conventional politeness acts used in the interaction as well as the language properties of tweets on the lexical and syntactic level. The discussion presented in the book shows Twitter as an important tool of image management and customer interaction.
Table of ContentsAcknowledgements 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
