Social Media Experten sehen den Vorfall als Warnschuss. Inzwischen hat sich das Unternehmen entschuldigt, ob dies auch ohne die mediale Aufmerksamkeit geschehen wäre ist fraglich. Der Schwiegersohn des Verstorbenen berichtet, zuerst wenig Reaktion kam: "I've just placed a little reminder on their Facebook page. This actually amused me to start off with, but their complete lack of response irks me somewhat,"

Das Photo der Rechnung mitsamt seinem offenen Brief ist immernoch auf Facebook zu sehen.

Dr. Lisa Harris, Leiterin des Digital Marketing Master Programms an der University of Southampton, mahnt zur ernsthaften Beschäftigung mit Social Media Strategien: "Corporations are very good at promoting themselves, they recognise that everyone needs a Twitter and a Facebook account, they are aware the networks exist but they don't have the strategies in place to deal with the issues that can arise from those networks. If they do make a mistake they should say that they are human using the channels they have created themselves."

Warren Buckley, selbst Head of Customer Services bei BT äußerte gegenüber der BBC, dass inzwischen etwa 40% des Customer Feedback über Twitter läuft.:"A lot of people as a result of seeing this will now think, 'I had that problem as well' - it can mushroom. Companies need to recognize that people have more power than they used to. Clearly we are dealing with customers who aren't happy, and we are doing that very much in public eye, but lots of customers respect the fact that we are on Twitter at all," he said. The key is to be honest."