> two types of social media strategies: open strategies, in which firms provided public responses to at least 75% of complaints, and closed strategies, in which at least 75% of the time, firms responded with just a single message directing the complainant to a private forum.

Consider a middle ground: direct the complainant to GitHub (or some other public off-Twitter channel). I wanna think this is the best strategy, but there's probably not enough companies doing this at scale to meaningfully compare.