Microsoft has teamed up with Psychster, a research firm that apparently specializes in "the psychology of social media", to study how companies should use Twitter to address a site outage, unscheduled downtime or interrupted service.
According to the collaborative study, people are increasingly turning to Twitter in the case of an online service outage, while companies often don't know what to say, who should say it, and what the impact of all that "joining the conversation" will be.
Microsoft Learning and Psychster conducted a multivariate scenario study (see survey) to explore how best to reassure users during an outage, and how tweets affect brand perception and support call center demand.
The results showed that half of the (120) respondents in the sample would consult a Twitter feed to get information about an outage, and that negative feelings about the downtime would reduce if they find out the responsible company seemingly cares enough to tweet about it.
You can read the full paper below, or download using the link under:
Download: Whitepaper (.pdf)