If brands choose to have a presence on a social platform, they had better understand, and be well prepared for, the diversity of interactions they will encounter on those platforms. This is probably most crucial on @Twitter.
I'm talking to you @oakley, with whom I've been politely DMing to no avail for the past 4 months. Lesson #1: when a customer shows you the courtesy of quietly lodging their concerns by DM, instead of airing their grievance publicly, it behooves you to be responsive and thorough. 
I'm talking to you @Dell, which doesn't get why canned responses don't work in every case. Lesson #2: When bombarding customers with surveys, please make sure the survey links work. When customers are courteous enough to advise you of this glitch, don't send them a bot response!
Similarly, @IKEAUSA - your 14 (to-date) emails asking me to participate in your surveys would only be somewhat irritating, if the link did not repeatedly crash because my adblocker won't let you throw up ads during my attempts to generously help you with your survey. #priorities
Some brands that do it right, at least in my experience: @Petco @BestBuy @AdobeCare @Zappos
(success ratio depends on the individual: @ATTCares is sometimes awesome, and sometimes...not so much; @TMobile PHONE support is best-in-class, while @TMobileHelp is a missed call; etc)
(success ratio depends on the individual: @ATTCares is sometimes awesome, and sometimes...not so much; @TMobile PHONE support is best-in-class, while @TMobileHelp is a missed call; etc)
Corporate behaviors on social platforms can be a strong indicator of longer-term brand health: see @wowairsupport @vueling @Ask_Spectrum @sonydigpaper, among others.
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