Does Twitter even matter?

It sure does. Social media expert David Griner (@Griner) gives some good reasons here, but it’s reason no. 4 — “It’s an ideal forum for businesses to talk to customers” — that really drives home the message. Citing the study that Twitter followers are most brand-responsive, Griner points out how easy Twitter makes it for companies to spot customer service issues. 

One easy (and obvious way) to observe this phenomenon is by following airline carriers. Lost baggage? Snotty flight attendant? Terrific service? Well, there you are, smartphone in hand: Put it out there! Companies who understand this quickly address customer concerns and solve their problem, online or off. They know how far 140 characters go toward building transparency, responsiveness and goodwill.

— Gretchen Schmidt