Which is why they want to use texting in my opinion. Social media is public, and when an angry customer uses it as a platform to complain, you have to handle th

Which is why they want to use texting in my opinion. Social media is public, and when an angry customer uses it as a platform to complain, you have to handle the situation post-haste. The longer a mention goes publicly ignored, the worse it is. Think about the other communication platforms. People hate calling, because it usually means waiting on hold to get connected. Email can suck, because it can be days before you get a response. Face-to-face can work, but airlines seem to train their desk agents in customer service warfare. That leaves texting. It keeps customer out of the face of agents. It's private. Turnaround is faster than email, and you can lodge your complaint in the same amount of characters as a Tweet. "Why do a social media mention on Twitter when you can text us directly at your leisure?" It's the perfect way to subvert public shaming. Anything that can be handled in SMS can be handled through Twitter DMs after you call them out for your terrible experience.