[ilikehurdles]

Product support ticket systems use twitter and other social media sites to respond to customer feedback, as well as track and escalate issues. When you tweet complaints about your service at Comcast, there's probably a ticket created that someone from their support staff picks up. I think there's a perception that the quicker responses that these tools facilitate can help prevent negative feedback from going viral and doing broader harm to the company.

[PeterCorless]

Right. And so, for those CRMs it is vital to not just catch the first tweet. Being able to catch a thread is important to catch the rant on the third tweet in a thread that explains the exact problem.