[unfortunate]

Customer service over Twitter is an obvious plus. Though I don't think it's possible to achieve anything (At least, anything that involves private/account information, without following/DM-ing), it certainly looks good on the company. When complaining about a problem, even if the response is just "Hi, please send an email to [address]", it shows they are prepared to communicate with their customers.

[tutu]

I also think that the most important part in all of this is the timeliness of their responses. 15 minute responses shows that businesses are investing money into social media by hiring people to watch Twitter feeds or personal handles at all hours of the day.

[tutu]

Also - the author, @lindseyengh, doesn't even have a lot of Twitter followers (153), so it's not like she has the biggest stretch, either. At least on social media, it seems as though companies care about the little guys, too.