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Sadly it's often the most effective way. Companies pay a lot for social media monitoring and anything that gets a lot of tweets they'll act on.

Well obviously some companies disagree.

Interactions on Twitter are shallow, which makes support interactions risky and unsatisfactory for the customer ;-)

Which is why any sane company will only reply "Please mail us at ...".

"...at blackhole@example.com", usually.

Yes, we don't reply on Twitter since it became difficult to operate across multiple channels as we scaled.

I've just updated our Twitter bio to make it clear where to go for support: