Twitter users send approximately 100,000 inquiries and concerns to major United States airline accounts each month, transforming the social hub into a de facto customer service vehicle. The social network’s recent study, done in conjunction with Applied Marketing Science, affirmed that customer interaction does indeed pay off, both literally and figuratively speaking. “Given the continued growth and evolution of social media, I think any company concerned with its reputation should dedicate some portion of its customer relations expense to near-real-time customer interaction,” said Ryan Williams, vice president of travel at Millward Brown Digital. “I suspect Twitter is not the only social media channel brands have utilized to improve consumer perception.” Get the full story at the Mobile Marketer