You’d think that every company out there just discovered how great Twitter, Facebook, Google+, or other social app is for talking with customers. It’s like they all woke up and said “This one’s the magic bullet that will make customers love us!” Just do a search for “customer social media” and you’ll get a ton of results from “social media experts” showing why it’s the best thing since individually wrapped cheese slices.
Except that it’s not. Just like anything else, it’s a tool that’s got to be used by someone on your team. If that person doesn’t understand customers, then that brand new Twitter account you just had them start won’t be worth a pack of… well, individually wrapped cheese slices.
Great support comes from great customer support reps. Hire the right people. They’re able to rock whatever tool you give them.