The only thing that spreads faster than good news on the web is bad news – as management at Nivea towers have discovered.

Nivea is just the latest in an increasingly long line of companies that have seen their reputations come under fire from empowered consumers using social media tools to give vent to their feelings.
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Customer service should be easy, shouldn’t it? It’s just common sense, right?

But there are many different interpretations of what constitutes common sense – my common sense might not be yours and vice versa.

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Your brand is not in your hands anymore – it’s an unpalatable truth for many businesses, but it is the new reality of the information age.

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How good are you at listening? Really listening?

And what if we separate you the person from the company/body/organisation you work for?  Is your company hearing what its customers are saying?

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So you’ve got a corporate website, a PR company on a monthly retainer and a marketing team.

If you’re lucky, you might also have a search agency making sure Google knows how to find you.

You might also have a media buying agency, a PPC agency, an advertising agency and a creative or design agency on the books too.

Surely then social media would be covered by that phalanx of experts? Read the rest of this post