I think Social Media communication has become a complete joke.
So many times I have faced customers saying "you better do X or I will take this to social media".
Please.
Also, as a manager in a company that had social media presence, I would receive emails from the SM department when .... hit the fan with my underlings. 95% of the time, it was exaggerated BS and the employee had actually followed protocols and government regulations.
What really sucks is for the 5% who actually have a legitimate concern.
But with 95% of the communication being crap from people looking to make a buck, I am not surprised some companies are just going F it, and only give a basic presence on SM.