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A real world example of using Social Network tools for customer service.
This was during the snowstorms of 2009/10 - London's Luton airport was shut, and Luton's homepage went to the first screen.
This had a link to Easyjet's customer information page, which in turn had a link to their Twitter feed.
The Twitter feed has the image of a person rather than a logo, so you know you're dealing with a person, and they were trying to answer as many people's questions as they could.
At the same time, Eurotunnel's trains weren't running, and the company was getting lots of criticism for lack of communication.