Using your social media to manage your customer services can be a big success. It does, however, take:
* Time and commitment - if you are a big organisation, monitor it 24 hours a day. If you don't have that kind of resources (and very few really do) then make sure that you check your accounts several times a day and respond to enquiries immediately if possible.
* Honesty - don't remove negative comments or questions straight away (unless they are abusive). Try to answer them as clearly and honestly as possible, leave them up for a day or two then remove the whole thread.
* Updates - post information if you are unexpectedly closed, if something has gone wrong with the service you provide or life has had to get in the way of business. Stay positive though!
Check out Arlanda Airport's Twitter feed. Notice the constant interaction (not just monitoring but chatting) and the amazingly positive responses. Awesome.