Social media has revolutionised the way Internet users communicate with firms. Not only do social media users talk very publicly about their experiences and opinions of brands but, increasingly, they reach out to the organisations behind those same brands. For instance, social media users may leave comments on an organisation’s Facebook page, tag the firm on a Twitter message, leave a comment on a discussion forum or write a blog post about a pleasant or an unpleasant consumption experience.
These public comments offer an opportunity for organisations to enter a dialogue with their customers. However, numerous examples show that, when handled poorly, such interactions can degenerate into a public relations nightmare. So, how should organisations respond to such brand related comments?read more