Social Media Does every complaint matter on Twitter? @SouthwestAir says ‘yes!’ The airline responds to online complaints about its revamped rewards program, focusing on the critic’s ferocity rather than sphere of influence. By Matt WilsonJan. 10, 2011 SHARE To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.