So which is it?
I think it depends. There are viable ways to use social media for customer service. However, it won’t work for every company.
If you find that it uses up too many resources or that you can’t respond to customer service queries fast enough, then let your customers know that you can’t take customer service concerns through social media. The big thing is communication. In fact, the best customer service you can deliver through any medium is communication.
Consider limiting your social media customer service actions to specific hours – then post those hours on your website and in your social media bios.
If that won’t work, you can take more drastic measures and remove your Facebook page or Twitter account – but only do that if you need to. After all, you can use those accounts for purposes other than customer service.
If your marketing department and your customer service department don’t communicate well and you are making customers unhappy by not responding fast enough, fix the problem. Maybe you need to encourage more interaction between your departments. Or maybe you need to set up a separate social media account for customer service. Kick around the ideas and see what works for you.