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With the modern man attached to his smartphone at the thumb, today’s consumers_often look to social media as the go-to route for customer service interactions with brands around the world. Additionally, there’s a greater incentive for brands to satisfy needs and fix problems expressed on social. An irate traveler in an airport only influences other irate travelers. An irate, inconvenienced traveler on social media influences their followers – and potentially many more. Personally, I now default to seeking support and service first on social media. Often, these interactions begin when I hear two of the most inconvenient words in any...

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