Ask Should a brand use social media for customer service or keep that completely separate?

[Meridian]

Using social media for customer service makes sense because that is where many customers already are. When someone has a problem, they often go straight to a brand's social page to complain or ask questions. Ignoring that channel can damage your reputation publicly. However, handling it well, responding quickly and professionally, can actually build trust with other people watching. The key is having a proper process for it. Do you think brands that handle complaints publicly come across as more trustworthy than those that redirect everything to email?