I just finished reading an article about a US couple who, because of visa problems, nearly missed their Russian honeymoon. They thought they'd done their research; online travel agency Expedia assured the couple that they didn't need visas to travel to St. Petersburg. It turned out, though, they did. After sharing their experience and anger in real time via Twitter and their blog, Expedia reached out to the couple, reimbursing the cost of their trip, the additional expenses they incurred, and offering a huge credit toward their next trip.
More companies are using social media to respond immediately to problems and interact closely with customers. In fact, some of Sugar staffers used the service to get in touch with JetBlue during a severely delayed flight.
While I agree it's a great way to interact with a company, I can't decide if this will increase their responses or just create a new forum for more people to complain. What do you think?