Twitter as a Customer Service Tool — How to do it Right and Avoid Doing it Wrong

Imagine you have been a faithful follower of a brand for years. One day you have a negative experience that leaves you bitter and you turn to a friend to complain — we’ve all been there. Only these days that friend you turn to is, in many cases, an online platform allowing you to broadcast your dissatisfaction further than any megaphone known to man (and woman). You may call a help center seeking a resolution, but long wait times and poorly selected hold music have us grinding our teeth before any resolution is even in progress — we’ve all been…