I found this Schumpeter Too much buzz article on the big opportunities and big problems provided by social media very thought-provoking. Please note particularly:
“Responding quickly to bitter tweets sounds like a nifty way to soothe angry customers. But there is a risk that companies will concentrate on a handful of activists (who tweet a lot), while neglecting average customers (who don’t). They may also ignore non-customers (who are the biggest potential source of growth) and the elderly (who seldom tweet).”
Do companies over concentrate customer service on a handful of social media activists?