Retailers should expect that the flaws, faux pas and small lapses in judgment that they were often able to ignore in the pre-social media days will now be out there for all the tweeters to read, which means companies must learn to embrace the crises, author Erik Qualman said at Retail's BIG Show on Tuesday. "Negatives are a good thing. Turn them into a positive and convert these people into your biggest ambassadors. That’s being flaw-some.”

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