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from one of their support people.
Two things: First it allows pro-active customer service (a la Dave here) and second it is far faster at getting responses than through a Helpline - for long winded requirements the goal here is not to deliver the whole customer service resolution vai 140ch but rather to point them in the right direction via link or contact info. It's amazing how much better people react when they feel like the wheels are in motion and they're being acknowledged.
@danieldarling
Disclosure: I help companies do this for a living, so of course I have a vested interest here. None of the BigCo's I mentioned are clients, and this is my own opinion.
For instance: a few bugs in SUSE Studio (http://susestudio.com/) have been pointed out, fixed, and responded to exclusively via @susestudio on Twitter. Of course, sometimes, off-twitter contact is necessary via IRC, email, keeping track of issues in bugzilla, etc.
Overall, we've found Twitter to be a great way to have two-way conversations with people using our site — and sometimes that does include support too.
So, I do think Twitter can be a viable option for support when the problem is relatively simple. But if your issue is a very technical one, then forget it. Maybe notify the company via Twitter to raise awareness that there is a support ticket in the queue or something of that manner.
However, I have been very pleased. It's also nice to see companies like Sony on Twitter actively seeking opinions about their products. Sure, it is more marketing than anything, but it still makes the consumers feel more involved, and that is a good thing.