If your customers are on social media, your business better be there too. Customer service can be handled effectively through networks like Twitter and Facebook. And companies that ignore these channels, do so at their peril.
Case in point. I recently tried to buy tickets online to see Book of Mormon. The theater’s website wouldn’t let me finish the transaction. It was especially frustrating because I only had a limited amount of time to complete the purchase before the website released my seats to be purchased by someone else.