Social media are creating a whole new strand to marketing, by allowing people to form communities of common interest, where people can contrast and compare - as well as communicate and complain
Too many companies are burying their head in the sand, waving away unfavourable comments, or justifying a poor customer experience with technical jargon - in the hope that everything will be fine.
The astute companies are feeding the social media and engaging people - and perversely, the odd negative comment interspersed with mainly good ones raises credibility and brand presence by demonstrating fallibility - a very human trait!
The aware companies are taking advantage of social media and reaching out to the market where proof in use and advocacy are opening significant growth opportunities
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