How brands are using social media to take back control

By Jon Norris, The Guardian:

The playing field on which brands and consumers face off has never been more level. Where previously brands controlled the means of broadcast (through PR, advertising and news coverage), consumers now have a megaphone of their own in the form of social media.

Social sharing and viral content means an angry mob has never been easier to assemble, and brands behaving badly can now find their reputation in tatters in a matter of hours. Just ask Addison Lee’s cyclist-bashing chairman John Griffin, who turned the company into a virtual punching bag for the denizens of Twitter and Facebook overnight. Griffin sparked anger by claiming the majority of cyclist road deaths in London are the result of inexperience on the part of the cyclist.

This is just one example from recent times when the consumer’s megaphone has become louder than that of the brand… Read more

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