Social networks allow your customers' complaints to become a wildfire of criticism in an instant, so you need to make sure your company is able to respond quickly to potential problems, writes Mack Collier. That's only possible if you strip away the channels through which messages are filtered and empower your staff to respond swiftly and directly to customers, Collier argues. "If you are ... ignoring how your customers communicate via social media, you have a ticking time bomb on your hands," he writes. "When there is a crisis situation, a timely, accurate and valuable response is essential."
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