It's interpreting a whole situation based on the little info you have.
This is why most brands, no matter how nice they try to be, simply sound fake when they reply to people in a certain context, e.g. a conversation about a public complaint on your Facebook wall.
We've all heard that content is king and context is queen. Thing is, the "context is queen" thing is not just for when you say something to your consumer; it also applies when your consumer is talking back at you.