The problem, according to Twitter users, is a flood of one-dimensional tweets marketing wares without any real connection between a business and its followers.
"They joined Twitter to become part of a bigger conversation that crosses borders, ethnicity, cultures, and religions."
These days, Mathews is walking the talk.
For followers of Kuru on Twitter, the dialogue Mathews preaches is exactly what their online fans have come to expect from the business.
The bottom line is serving the customer vigorously, even on a medium like Twitter, Mathews says.
"Remember, if the customer is what matters most, then anytime we interact with them, whether they be a prospective customer or a current customer, its important that we help them with information most relevant to them."
Ready to start using Twitter to engage your customers? Believe it or not, using Twitter to build up your business isn’t as hard as it might seem, and the time investment can be less than you think.
Keep reading to learn 9 Twitter business strategies we've learn from businesses from coast to coast, and even across the pond.