Hailed as the Next Big Thing, customer service through tweets is a work in progress, says Pete Blackshaw, executive vice president of digital strategic services at Nielsen. The performance of many companies has been uneven as they try to handle a crush of customer queries, integrate Twitter into their overall strategy and manage the heightened expectations of consumers.

"Social media is not a panacea," says Blackshaw. "It is a catalyst for fresh thinking on how companies can improve customer service in the digital age." 

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