I think your question is an important one for every company to ask themselves.
Here's my answer:
A Customer Relationship Management Best Practice #7 is to be where your customers will easily find you, when they need you. In other words, be in the customers’ channel of choice; be where your customers are.
A cellular carrier has customers spanning several generations, ranging from teenagers to senior citizens.
Teenagers hang out on facebook, and live by the text message.
Senior citizens are more email and voice-to-voice oriented.
The savvy cellular provider will be available in all four places (facebook and text for teens, and email and phone access for the seniors), to serve each of these generational segments.
Be accessible to your customers, wherever they may happen to be. Don't make them have to go looking for you!
Jim Watson http://jlwatsonconsulting.typepad.com/my-blog/