Consumers expect companies to interact with them on social networks. Some companies see this as a hassle because they have to invest more resources to support their social media accounts, while others see it as a competitive advantage. Big-name companies like Zappos and Comcast have defined their customer services using Twitter. GoDaddy.com even uses the service to respond to customer complaints and questions.
When considering such customer service interactions, there are two factors to consider. The first is how responsive a company is to a consumer’s status update. If a company takes too long responding, then the customer feels like they don’t care and can probably solve the problem themself. The second is how helpful a response is. If the company responds and it’s not helpful, than the customer is unhappy.