I'm hard pressed to think of a situation where a business is better off not having an account. I know for sure that ignoring Twitter is just not good policy.
Maybe @CoxCable jumped onto Twitter before they were ready. I'm just guessing that this account is from someone inside Cox Cable. Twitter hasn't verified the account, and you can see from the activity that they aren't interacting much
Had the not signed up, we'd not see this.. but would that be an excuse?
Not according to the stream I found when I search for Cox Cable. The sentiment is decidedly negative. Twitter users are not so much asking for help... mostly complaints or "Cox Sucks" tweets.
Meanwhile, @ComcastCares is perhaps the most oft used example of a big company that benefits from listening on Twitter. And blog post herald great response from other cable companies.
What do you think? Will companies who ignore channels like Twitter survive?
FULL DISCOUSURE: I'm a former happy Cox customer who felt ignored and moved on. When I moved to a new place recently, the customer service encounter was so bad that I looked on Twitter for help. I fully admit that I'd change my views if someone from Cox responded here or on Twitter. (you don't even have to give me free service)
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