Last month, Social Media Explorer’s first report, Customer Twervice: Exploring Best Practices and Case Studies In Customer Service Efforts Using Twitter, gave us a look at how many brands are turning to social media for customer service and service recovery efforts. Apparently, I wasn’t the only person interested in the topic.

My friends at the University of Louisville and Murray State University, namely Professors David Faulds and Tom Peterson (marketing professors, UofL) and Glynn Mangold (marketing professor, Murray State University) have started an interesting academic research project around service recovery via social media. Specifically, the professors are looking into companies using the social space for the specific reason of correcting failures in service to retain a customer’s good standing or good will. (And yeah, I’ve already told them about half a dozen case studies off the top of my head.)