Brands are about relationships.The very fabric of the relationship has altered because the control of the messaging is no longer the monopoly of the firm. People have always had a basic hunger to connect and reconnect the social media movement is altering a number of things.
Many companies have used social media to good and not-so-good effect. Social media is helping people resolve their customer care issues. While the benefits are obvious, there are downsides too.
The good word of the public has always been important to brands, firms and governments.