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This is great! Finally an article that doesn't just tout Facebook for marketing and then say to measure. You give practical, simple advice how!
2 years, 11 months ago on A New Way to Calculate What Facebook is Worth to Your Business
While social media is an important tool for building and maintaining customer relationships, if a company cares, they will be available, whether it's through a customer service phone line that doesn't make users wait on hold forever and lets them speak to a human representative who can help, a thorough FAQ section on the website, live chat with a customer rep online, etc. I think it's easier to solicit and get service from a company via e-mail, because you can use more than 140 characters. If good support exists through more traditional methods, there isn't such a need to provide support through social media in my opinion, BUT it's a great way to listen in. I've had companies respond to both my positive and negative tweets, and I was really impressed when they responded. It's a great way for companies that care to reach out to customers who won't bother reaching out to them. But, sadly, not a lot of companies do care.
3 years ago on 70% of Companies Ignore Customer Complaints on Twitter