They help in managing multiple accounts and responding to tweets, while also keep you up to date on what the world has said about you today. There are also more support-dedicated tools, like these offered by Assistly and Zendesk.
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These apps allow connecting the Twitter handle with their software and converting tweets into help desk tickets.
They have high expectations from the start and most of the companies have simply not gone through the social media revolution yet.
It is a hard time for businesses to go through the process of translation to social customer service, however, it is inevitable and whoever completes it quicker will gain an advantage over competitors.