We investigate the company use of Twitter as a platform for social customer relations management (SCRM) to find that message type and follower growth follow an identifiable maturity model. Studying longitudinal Twitter data from 73 Standard and Poor's companies, we find that companies map into one of two distinct maturity stages as reflected in the content of company‐generated messages. The first maturity stage consists of branding, where the focus is on customer acquisition up to a certain volume, at the expense of their engagement. The second is social care, where the focus is on retaining customers and increased engagement. We further find that companies have relatively little control over their maturity stage and that investing in social care in the first stage, aiming to increase engagement, is not effective. Proper understanding and recognition of the Twitter SCRM maturity model will allow companies to assess their methods and processes according to SCRM best practices.

中文翻译：

---

参与客户社区的旅程：Twitter 中的证据社交 CRM 成熟度模型

我们调查了公司使用 Twitter 作为社交客户关系管理 (SCRM) 平台的情况，以发现消息类型和追随者增长遵循可识别的成熟度模型。研究来自 73 家标准普尔公司的纵向 Twitter 数据，我们发现公司映射到两个不同的成熟阶段之一，这反映在公司生成的消息内容中。第一个成熟阶段包括品牌塑造，其重点是获得一定数量的客户，以牺牲他们的参与度为代价。第二个是社会关怀，重点是留住客户和增加参与度。我们进一步发现，公司对其成熟阶段的控制相对较少，并且在旨在提高参与度的第一阶段投资于社会关怀是无效的。