As big companies engage in social media, there are all sorts of examples of how not to respond to customers. You could probably go for months reading a different book every day, attending different conferences, or hitting up webinars tell you how your company should engage in social media when it comes to responding to customers.
Then, there is Bodyform, a British Maxipad company that knocks responding to a customer out of the park by creating a video that had gone viral. When a man named Richard Neil wrote a post asking why the company had lied to him all these years about their product asking “…why couldn’t I get to enjoy this time of joy and ‘blue water’ and wings!” Bodyform’s answer was rather brilliant. Check it out.