Based on our experience, it does matter. We had exceptional service on an ATL-BWI-BOS journey (which we ended up not taking) and my wife mentioned it on Facebook. She got a DM asking for the flight number and our full names so they could (1) verify that we were actually on the flight and (2) determine which FA and ground crew we were referring to (since we only had first names). When we had thanked the FA onboard she asked that we post it online because that gets noticed and rewarded. While it sounds self serving, the FA was only asking that we recognize the member of the ground crew who assisted and we had to insist that she also give us her name.