You don't want your customers to think that your company is out of touch: in fact, the whole reason a business should develop its online customer services in the first place is to stay in touch, and make sure that means something.
But what if you accidentally misstep, or open the door to ridicule? Recently, JP Morgan attempted to encourage dialogue with its Vice Chairman on Twitter, but the results were, shall we say, less than helpful.
This seems to be a reflection of both a negative public perception of this brand and, as CBS pointed out, the ongoing legal settlements pertaining to alleged dirty deeds in the bank's past, including a possible role in the Madoff scandal.
Responses ranged from the completely silly and nonsensical to the angrily satirical. Finally, the bank tweeted that it would not be doing this again and that the whole premise had been a "bad idea."
The implications of what a business does might not be so apparent, and if the open question is inviting input from mobile answering services, then that opens the door for things to backfire even further.
Business Insider spoke to Susan Womack of video marketing company Touchstorm about the real error that JP Morgan made here.
"Twitter is like a party where you can't just show up and say it's yours and take over," she said.
Of course, not everyone knows the rules of party etiquette, which is where a strong online customer services provider can step in, and help prevent bad moves from ever taking place.