With social media, fans now hold the power over personalities and brands. And whether in sports, consumer or politics, the shift from high tech bandwagon to high tech lynch mob can be all too swift.

How can brands and companies fight back?

Louis Gray, product marketing manager, Google+
We’re in a new era of communication and connectedness. In a negative situation, if you respond correctly in social media, you can stem the tide of negativity. But the generation that’s just behind me has grown up with the worldwide web. They’ve been told that they spend as much as 10 to 15 hours a day looking at a screen, whether that’s a screen on their cell phone, it’s a screen on a laptop, or even if it’s a television. They are consuming media and they are producing media and they are getting connected. The type of standoffishness, which used to be the norm 10 or 20 years ago, is no longer acceptable.

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