Lithium Technologies, supplier of social web technology for enterprises and brands, announced that Lithium Social Web has joined the elite Twitter Certified Products Program.

Lithium is uniquely positioned in the ever growing customer support area of social data. Lithium Social Web enables brands to respond to millions of customer conversations on Twitter cost effectively and within minutes.

Twitter has dramatically transformed consumer behavior, providing an unprecedented way to share experiences – both good and bad – with millions of others. For brands, the focus is to scale social media beyond must monitoring to value add engagement.

Users are complaining on Twitter all the time and brands are using Twitter to serve those customers.  Research firm Millward Brown found out that 53 percent of consumers expect a brand to respond to their Tweet  within one hour.  Additionally, the roughly 70 percent of tweets directed to brands go ignored.

Smart marketers are using real time social channels brands to close the gap between what consumers expect and the experiences that can be delivered.  This is a nice market space for social software firms like Lithium because Twitter will be busy for some time monetizing the billions from ad sales.  Moreover, the customer retention component of social analytics makes for a nice “CRM” like offering for brands that can drive top-line revenue via increases sales, reduces operational costs and better meets customers’ needs.

The old adage used to be that one unhappy customer will tell five of their friends.  Now one unhappy customer can tell the world.   Lithium hopes to be that engagement platform with all the ROI social analytics to demonstrate the value of a happy customer.