This is for two main reasons: firstly, the playing fields are levelled, which means customers and businesses have equal power of voice in a public space. Secondly, social media technology enables an idea to be seen by thousands of people within hours or even minutes through things like retweeting, bookmarking and status updates.
What this means is that no matter how big, established, or powerful a company is, it needs to react as quickly as possible to consumer dissatisfaction voiced on social media channels, or suffer the consequences. Three examples below illustrate these consequences, and provide valuable lessons for any business owner trying to build their brand online.
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