International Journal of Online Dispute Resolution

Article

‘Join the Conversation’: Why Twitter Should Market Itself as a Technology Mediated Dispute Resolution Tool

Keywords Twitter, technology mediated dispute resolution (TMDR), conflict avoidance and prevention, online reputation system, convenience, trust and expertise triangle
Authors Benjamin Lowndes
Author's information

248746 Benjamin Lowndes
Deputy Ombudsman, Minnesota Department of Transportation.
  • Abstract

      For almost a decade, the social medium of Twitter has provided a platform for individuals to instantly connect with others, businesses to build their brands and movements to attract new followers. Yet, although Twitter, Inc. has promoted its product as a customer service application, it has not actively marketed itself as a technology mediated dispute resolution tool (TMDR). This article explores ways in which organizations have utilized Twitter’s power as a conflict avoidance mechanism and as a reputation system, leveraging its ability to provide convenience, trust, and expertise to their followers. It then argues for Twitter, Inc. to actively ‘join the conversation’ of TMDR or risk being left out altogether.

Please sign in to access the article



Did you receive an activation code but no access yet? Please activate your code here.

Forgot your password? Request new password.

Purchase access

You can purchase online access to this article. You will receive 24 hrs access @ € 17,50 (excl. VAT).

24 hrs access € 17,50 (excl. VAT)

Activate your code

If you have an access code, please activate it here.