Don't Fake It
Most importantly, remember that this is about the customers. A lot of companies have embarrassed themselves on Twitter by trying to turn a bad customer experience into an opportunity for free public relations. This is far more likely to backfire on you than it is to help build your company's image. Remember that Twitter was modeled on conversations, so try to talk with customers instead of at them. The reputation you'll gain from helping customers and being honest with them is the best PR you can buy on social networks. For more information on starting a conversation with your followers read our "Tips for Reaching Out to Twitter's 50 Million Daily Users".
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