Social media is different to other mediums because it’s social – meaning: spontaneous and personal. Rote replies and automatic tweets break that unwritten rule. The result is tweets that are spammy and insincere.
Take the example below that turned up in my Twitter feed the other day. It’s from back in April, but it’s still hilarious.
To be fair to Telstra, one of Australia’s largest telecommunications companies, they obviously receive thousands of queries and often about the same issues, so a few rote replies are to be expected (my sympathies to the people who have to reply). And to Telstra’s credit, the company does seem to have a sense of humour (including possibly the reply above):
Facebook is down, but it's ok. There's still texting. Let's hug.— Telstra (@Telstra) June 19, 2014
Still, it’s worth noting that the rote replies were picked up on. All that’s needed could be changing a few words to personalise the reply tweet or perhaps offering an explanation as to why all the questions seem to be getting the same answer. A few words could be all that’s needed to make a customer happy.