Not what I was expecting at all! I was expecting an article about customer service fragmentation by giving disproportionate emphasis on social media rather than

Not what I was expecting at all! I was expecting an article about customer service fragmentation by giving disproportionate emphasis on social media rather than brand-specific infrastructure - something I have seen and experienced often. That said, while I understand her emotional perspective, I tentatively disagree with the sentiment. If the use of social media does produce efficiency gains that would otherwise have been difficult or impossible to attain, then everyone benefits, including the company gaining a competitive advantage, perhaps ala Theory of Constraints. Of course, there is more than one way to use social media. The company could have used it only for information broadcasts. I presume if they set it up to actively seek to improve their customer service, then they are happy to accept all the consequences for it too.