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Responding to social media

In the past few months I've seen two travel companies experience the impact of critical discussions about their business online. In both instances the discussion started in the UK and was very quickly being commented on across the world.

Understanding what's being said online so you can track and respond is obviously vital (see top ten tips for online PR ) but the question now being asked is, are we responding in the right way to online feedback? In an interesting article,  Edigital Consultancy comments on a thought-provoking discussion in AdAge USA, questioning if some businesses are running scared of social media criticism.

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