The Practical Travel section over on the New York Times web site has an interesting article today titled Twitter to the Rescue. The author talks about the impact of Twitter on customer service in the travel industry -- with several examples, of course -- then wonders if responding to Twitter mentions really improves customer service:

Whether or not the special treatment will continue as Twitter becomes more popular is another thing. Mr. Johnston of JetBlue said he didn’t want its Twitter account to become a “back channel” for passengers to “sneak around” customer service. Rather, he views JetBlue’s Twitter profile as an “information booth” to point customers in the right direction.

Whoa there! Why think of Twitter as a back channel, a way around official procedures? Why not think of Twitter as a primary communications tool?  The companies who are using Twitter full-face, straight-on are those who will get the most out of it. They know that it's a way to leverage one-on-one communication into effective marketing.

If you are nervous about using Twitter as part of your business plan, consider why. Worried about complaints becoming too public? Then work on filling holes in your customer service. Worried about losing control? Remember that people are going to talk about you anyway. Be involved. Respond carefully. And most of all -- listen!

The Times article also has great tips for consumers:

• To get noticed, start with "@" and company's name.
• Build a following for impact.
• Be specific about your grievance.
• Be polite.

Big thumbs up on the last one!