Gripevine hopes to be a useful forum for resolving customer disputes, but not everyone is going to use it.

FORBES: Saving Customer Service With Social Media - And A Song

Social media opens up new pathways of communication between a business and its customer base and provides a forum for co-operation and co-creation - one that can produce both small, iterative improvements and large breakthrough innovations.

BBC: Business

Jive added new or expanded customer relationships with Aetna, Bridgepoint Education, Lafarge, ServiceSource, Palo Alto Networks, Information Security Forum, Genpact International Inc. and Plantronics.

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Taking a group of dedicated agents and training them on in how to engage customers, identify which posts are relevant and warrant responses, address them in the public forum, and build enduring conversations with buyers across multiple communication mediums is the core foundation of social customer care.

FORBES: Social Business Can Kill You