I think folks who grew up on the internet are unaware of the awesome power wielded by the better business bureau and see Twitter as a last ditch effort to extract accountability from companies. This is quite fair since a lot of companies have massively scaled back their CS in terms of revenue expenditure on labour (hiring cheap overseas call centers or "helpful AI") and in terms of the unexpected costs those departments are allowed to raise - unless you seriously make the person on the other end of the phone's life hell you're not getting a replacement part.

As a result they turn to twitter where, historically, companies are so shamed by the outcry and tempted by the PR potential that they quickly give in to demands for whatever the customer asks. The BBB is an amazingly effective way to signal to a company (and to all of their large customers) that their CS is absolute trash and underinvested - but, that said, shouting on twitter is easier.

This article seems to miss the biggest point though - outside of the small segment of rabid twitter users, nobody gives a damn what's going on there except for the occasional meme that makes it over to Reddit. I have no idea why companies would be concerned with their "brand presence" on twitter - practically nobody who isn't going to complain about you is going to see any of that.