It’s very easy to use a service like Summize to track mentions of your brand. But sending a Tweet about an issue or trying to help is only part of the solution.
Providing fast and actually useful customer support is extremely important. But just as with viral marketing, it is even more important to have a quality product or service behind that support.
Companies must start with the service itself and not just the customer support. The best support in the world will not change a crappy product (yes, Comcast you are the poster child for this).
It’s good to see companies moving in this direction and using emerging Internet services like Twitter for marketing. I just hope they keep focus on actually providing something consumers will want to purchase in the first place.