I only use Twitter as a reading account but I remember being astonished some years ago that people would be contacting companies through social media instead of directly by email, and even sharing information about their accounts in public.

Now when the point is to make public an unfair transaction or unaddressed problem, it can be great for signal boosting and there will often be some kind of response (even if it's more a PR move than an actually helpful issue).

However companies contribute to this when they don't make public an email (or phone) where people can contact them with issues. Like hell I'm going to use some other platform to discuss my business with you. Act like a real company with a real customer service unit.