Go social to train your customers to behave

08/29/2013 | Harvard Business Review online

Consumers sometimes use social media to share horror stories about brands they feel wronged by, but companies can also use social tools to shame troublesome customers, Michael Schrage writes. "The same social media platforms that can viralize customer complaints can similarly share unflattering aspects of customer excess. That may be a powerful incentive for better behavior," Schrage writes.

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