Companies that merely dip their toes in the social-media waters are far more likely to face a backlash than companies that dive in and genuinely engage with their customers, writes Mack Collier. Companies need to have a strategy in place to monitor social-media channels for criticism and to respond effectively, he notes. "If you are proactively monitoring your online reputation, and proactively reaching out to customers that have issues, you'll all but remove any chance of a backlash," he writes.

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