According to this UsefulSocialMedia post, people may not be very open when they communicate via social media:
http://usefulsocialmedia.com/customer-insight/spiral-silence?utm_campaign=USM%2005SEP14%20Newsletter&utm_medium=email&utm_source=Eloqua&elq=4268e77299bc4a93b6114dd49e41668c&elqCampaignId=308
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