The article highlights the power of social media, particularly Twitter, in shaping public opinion and influencing companies' responses to customer complaints. It notes that complaining on Twitter can be an effective way for customers to get attention from companies, but it also emphasizes the importance of handling these situations professionally to avoid escalation. The article provides guidelines for companies to respond to negative feedback on Twitter, including identifying who is saying what, taking the conversation offline, not engaging with trolls, sticking to principles, and making support experiences effortless. By following these tips, companies can mitigate the risk of a "Twitter mob" forming around their brand and maintain a positive online reputation.