Said Hyundai Motor America's executive vice president of sales on using Twitter to speak to customers, "The function is the same: People have problems, and we take care of the problems." The company's interaction with Twitterers didn't exist a year ago, but things could progress to the point where Twitter forms part of the way that dealer satisfaction surveys are submitted by the automaker. There's work to do and knowledge to gain before that happens, but it's envisioned in the field of play.
Bodies like the NHTSA are said to "routinely search" the web "for information that might lead to an investigation." By going straight to the sources where car buyers are highlighting issues with their cars, the NHTSA has a line into early indicators of issues that might be defects, and it can begin to gather data or can supplement the data it already has. The other side of the equation: Law firms are taking note as well, with a university professor saying the increased and more public exposure of potential issues "could mean higher litigation."