1. For this exercise, go on Twitter and make comments and requests to the handles or hashtags of several companies. Note how long it takes to get a response, who responds, and how they respond. Compare the diff erent company actions. From what you observe, try to determine what type of social- care plan the organization is running. Do they have a plan? Is one department, such as marketing, obviously running it without the other departments being involved?

Or is there truly a cross- functional social- care system in place? Pick one of the companies and ask the same question or try to solve the same issue via another communication channel, such as the telephone or email. Do you notice a diff erence in response time, quality, and content?