It seems that every company is searching for the best way to interact with customers via social media, and the social media sites themselves are no exception. Web 2.0 sites like Facebook, Google and Twitter also find themselves challenged to deliver a satisfying customer service experience. For example, Facebook's customer satisfaction scored slightly lower than poor performing industries like airlines and subscription TV services in 2010.
Even Google's customer service satisfaction ranking was down 7% form 2009. Executives in the social media industry are very aware of the importance of customer service, because every customer is a potential brand ambassador. Yet despite their efforts in this regard, the sites have provided the venue for a number of popular viral campaigns by disgruntled customers against the companies. It is estimated that 62% of consumers who have heard about a bad customer service experience via social media intentionally avoided or stopped doing business with the company as a result.