The best way of growing and embedding social media is to fit it in to your existing processes and customer touchpoints. Rather than social media begin something that is separate to the other ways you engage and interact with customers, it should complement and add to it. Abercrombie & Fitch get it right. When you [...]

A bad experience shared on the Internet can travel at a velocity that can reach millions of people over night. As people begin to identify with or share their own experiences – the impact on a company’s reputation and sales can be dramatic. No airline can afford to forget the viral impact of the YouTube [...]

It’s a fundamental rule of crisis management: Think with a little less head and a little more heart. That’s a concept BP’s CEO Tony Hayward should have embraced. Instead, since the oil spill began in the Gulf of Mexico, Hayward has been criticized for a growing list of public gaffes in handling one of the [...]

Com­panies these days must under­stand that every­body has a voice. So the best way to avoid a pub­lic rela­tions night­mare is to give great cus­tomer ser­vice right out of the gate. “It’s a bad day when a customer’s upset,” says Dave Car­roll, cre­ator of the musi­cal tril­ogy United Breaks Gui­tars. United repeatedly refused to listen [...]