Executive Summary (This is a document excerpt)

Twitter has the potential to change its users' expectations for customer service and how companies interact with these customers. Twitter's instantaneous and personal dialogue is proving to be a valuable social engagement tool for many brands. If customers are talking about support and service issues on Twitter, companies that genuinely seek to engage must participate in these conversations with meaningful customer service. Using Twitter as a customer service channel requires a strategic approach for eBusiness executives, who must consider its organization effect, including its impact other customer service touchpoints, channel ownership, and reputation management.

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