Mercedes Sanchez (Mercedes Sanchez Usabilidade- Brazil)
Around the World in 140 Characters: How Companies Manage Twitter in 17 Different Countries
This research analyzes how companies communicate with their consumers in several countries using their official Twitter accounts. Is this communication clear, efficient and adequate?
The use of Twitter by global companies is not uniform, as executives are still trying to figure out the importance and usefulness of this social media platform. Companies face difficulties which relate directly to the user experience, such as the look or branding of the page, the ease of identifying their Twitter profile as an official one, the overall credibility of the messages and the use of several Twitter functionalities.
This scenario motivated the UXalliance, a global network of leading user research companies, to engage almost 40 of their UX professionals from 17 different companies around the world to study the Twitter accounts of 10 global companies. Their goal was to discover which practices would be most efficient for companies to make the most out of their time on Twitter.
About Mercedes
Mercedes Sanchez is the founder of Mercedes Sanchez Usabilidade, one of the first usability and user experience companies in Brazil. She holds a degree in Journalism and in Market Research. Mercedes has worked for TV networks for over 10 years and then she could apply her expertise in capturing people’s attention in a few seconds to writing and organizing content for web sites. She learned more about HCI and became passionate about usability and user research. She has taken courses in USA with Jakob Nielsen and Louis Rosenfeld. In 2003 she founded her company and since then she and her team have conducted hundreds of tests and evaluations for local and international projects in Brazil and in Latin America. Mercedes contributed to the book “Handbook of Global User Research” (2009, ed. Robert Schumacher).
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