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The other day, I was discussing customer care on Twitter with a friend. We agreed that brands serve consumers better if they have two separate handles: one for content and one to handle questions and issues. It's important not to mix everything.
As Lauren Dugan states in this article, it also "indicates to customers that [brands] are serious about customer care."
Great companies are also responsive, have a personality, follow up, and know when to take things off of Twitter if need be.
Overall, a concise article with nice examples. Read it at http://www.adweek.com/socialtimes/best-twitter-customer-service/613411.
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Many companies should learn about this... @Vodafone
Could also help close gap between company view complaints are resolved and customers having a different perception - and boost transparency this is the case