Customer service issues generally get escalated when someone starts advocating against your company, as there is now a tangible cost involved in not fixing the

Customer service issues generally get escalated when someone starts advocating against your company, as there is now a tangible cost involved in not fixing the issue. Companies saw people hurting their reputation on twitter and wanted to be able to respond to prevent and minimize damage. It makes sense that if someone complains publicly, you would want to respond publicly, at least initially.