> Why were they keen to provide better support to customers contacting them on Twitter than customers contacting them via email, phone or their own support site

> Why were they keen to provide better support to customers contacting them on Twitter than customers contacting them via email, phone or their own support site? I don't agree with the framing that companies were intentionally providing better support via Twitter. Social media is usually handled by a dedicated marketing team/person; Twitter used to be a completely open platform where people loudly complaining would get noticed. The result was an ecosystem where marketing teams were incentivized to help resolve people's issues and avoid negative PR. Kneecapping this interaction hurts Twitter and its users, not the companies. Twitter no longer has a strong network effect and is no longer open/accessible, so there's little reason for companies to pay even if the use case made sense.