Celebrities aren't the only ones with Twitter imposters. More and more businesses are using Twitter to communicate with their customers, and the results have been mostly positive. The site allows companies to quickly respond to customer complaints, which saves many hours of waiting on hold, and it gives the companies' customer service a more competent edge. Customer satisfaction is up, so everybody wins.
Everything isn't as peachy as it seems for businesses proud to be hip to modern technology. Big companies like Exxon and American Airlines have discovered Twitter accounts with variations of their names, and Elevation Burger was the victim of Twitter fraud when it discovered an unauthorized profile tweeting about the accolades of its rival burger joint. It took a letter from Elevation Burger's lawyer to get Twitter to suspend the fake profile.
Companies are concerned about protecting their brands — images that now include Twitter profiles. Do you follow any businesses on Twitter, or used it to submit a complaint?