The selling point software that monitors social media to do support is about brand reputation. If people are saying bad things about your company on social media, then that is hurting your public image, so you should respond to those issues and make sure they get resolved. In practice, this means that the people responding are less likely to be outsourced because the the funding is more than just a support cost. In practice, this means you can often get better support through Twitter than email.
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