If you’re a big, established brand and you don’t get back to people’s concerned tweets, why even have a Twitter account to begin with?

— Tina Roth Eisenberg (@swissmiss) October 15, 2012

I rarely customer-support-frustration-tweet. But when I do, it usually means I have reached a point of serious customer un-support.

If there’s one thing I’ve learned with selling a product, it’s that companies need to take social media channels like Twitter seriously. It’s part of today’s customer support. And I am not just talking about unhappy customers reaching out, also the happy ones. They both want to be heard.

There’s so much goodwill you can build up by simply *listening* and showing that you care. So, I am wondering, why does a brand like KitchenAid even have a Twitter channel if they keep ignoring tweet one, two and three?

This is a customer support fail of epic proportion. And if you knew the customer un-service G and I experienced with our freezer over the past week, and the reason why I even considered reaching out via Twitter, you would pull your hair out too.

So, please, if you have a brand/company you care about, pay attention to what your customers say on online. Or don’t have a Twitter/Facebook account to begin with.

And I hope I’ll eventually I’ll find out why I have snow in my freezer.