While the majority of businesses respond to comments on social media sites, about 40% still don't, according to a survey by Constant Contact. These companies are missing opportunities to engage with customers who like their products and to mitigate the potentially damaging effects of those who don't, writes Susan Payton of Egg Marketing & Communications. "Brands who are stepping up to take blame and apologize are finding consumers more willing to forgive, and the damage doesn’t spread so far," she writes.

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