Does Your Brand Listen to Twitter Chatter?

Last night Mike Arrington posted about his horrendous experience with Comcast over the weekend. The end of his Comcast story ends up with an executive at Comcast contacting Arrington because of a Twitter post that he had made about how frustrated (to say the least) he was with Comcast over the weekend.

Having an executive immediately fix a problem with your experience thanks to a random tweet is pretty impressive. In this instance it was a rarity but imagine if you tweet a message out into the “Twitterverse” and you suddenly get a response from somebody that could help rectify any issue you are having with a company. That’s some serious customer service. I honestly don’t expect this of any brand though.

Could a large brand like Walmart monitor all their buzz on Twitter and contact people that had a poor experience in their store? Surprisingly yes! I checked out the volume of tweets pertaining to Walmart specifically and their appears to be a comment every half hour or so. I have to say that in the case of Comcast, they were able to prevent an uproar from Arrrington and while they haven’t replied to everybody, they are definitely listening. Just check out the tweet below:

This is one company that definitely gets social media right. This brings me to my question: are you monitoring your brand on Twitter? I think the larger part of branding your company on Twitter is listening, not just connecting with others. Do you think other brands should continue to take aggressive measures to listen to the chatter?