Many brands see something like this and wonder
whether social customer care will eventually fade away, as trolls and people who hate brands overwhelm a brand's ability to engage customers in constructive conversations.
Brands know they have to leverage
social media but that media still has to give
customers something they
care about —
whether it's information or entertainment.
Companies will always need to continually improve their
customer care processes, including training for
social customer service agents; but, realistically,
customers will
care more about receiving great service when they need it, than
whether a Twitter account was successfully trolled by someone that the
customer doesn't even know.