The company says that Twitter has become an increasingly popular customer care channel, but brands must measure their performance more accurately if they want to keep control of their reputations.

Its new framework aims to help brands keep track of the response time for each complaint while monitoring where brands can offer the best customer service. It recommends having a dedicated Twitter support handle alongside a main brand one, in order to channel “negativity” away from their main brand handle.

WaveMetrix notes that brands “should focus on building positive brand engagement rather than answering customer complaints”, adding “every unanswered query represents negative brand buzz which may impact other consumers”.