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Why companies watch your every Facebook, YouTube, Twitter move

Once upon a time companies could afford to be rude. Unhappy customers would grumble to a few friends, withdraw their custom, but there was little else they could do.

Today, they still tell their friends, but they do it online, using social media websites like YouTube, Facebook and Twitter.

Take the Canadian folk singer, Dave Carroll. After nine months of complaining he had had enough.

United Airlines baggage handlers had damaged his $3,500 guitar, but the airline refused to pay compensation and its customer service agents were less than courteous.

So he made a music video about the experience and on 6 July 2009 posted it on YouTube. Within three days it had been watched half a million times; by mid-August it had reached five million.

United had a massive public relations crisis at its hands, not least as thousands of other unhappy customers now came forward to vent their frustration.

These days one witty Tweet, one clever blog post, one devastating video – forwarded to hundreds of friends at the click of a mouse – can snowball and kill a product or damage a company’s share price.
It’s a dramatic shift in consumer power. But what if companies could harness this power and turn it to their advantage? Lees verder>>

Tags: BP, facebook, Twitter, United, YouTube

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