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We’re only beginning to see the use of Twitter for customer service. Yet the expectation of brands that use the channel is increasing all the time.

Businesses may start prioritising engagement with customers on Twitter according to their influence. This was Brian Solis’ prediction speaking at Thinking Digital in Gateshead today.

Solis said that measurement tools such as Klout enabled brands to determine the influence of a Twitter user and prioritise their response accordingly.

Ultimately the ability for consumers to communicate directly with organisations is likely to required fundamental corporate and organisational change.

“Fundamental issues that are repeatedly arising on Twitter need to be dealt with at an operation level within a business,” said Solis.

Placating Twitters users will only work for so long he said.