how big brands can use social media correctly

Here's a great story from Darryl over at Brand Flakes about a big brand using Twitter to enter into the conversations people are having about their experiences with the brand.

In short, Darryl's business utilized a Sprint service this summer and got a huge surprise when the bill came. A lengthy call to customer service resulted only in scripts, supervisors, frustration and wasted time. Darryl Tweeted his experience on Twitter and, behold, someone with real decision making power from within Sprint was monitoring Twitter conversations that included the keyword "SPRINT." Darryl was contacted directly, and the whole thing got worked out to everyone's satisfaction.

If you've ever struggled to see the relevance of social media to big brands, this one is for you.