The rising ubiquity of social media as a mainstream communication channel is seeing more and more brands become concerned with the representation of their image, and for very good reasons. Today social media often acts as a proxy for the customer service channels of old, but with a number of crucial differences. For starters, social media does not allow brands to quarantine complaints and queries very effectively. One negative customer experience can be easy broadcast to a much wider audience, and come with lasting consequences.
The good....