Social media a double edged sword
“The stuff that goes viral is fantastic. You can create incredible word-of-mouth interest in the product just from a very small investment, if you get it right. The other, the alternative to that is that, if you get it wrong, I mean that’s just going to go all over the place. And you’ve got examples of campaigns that have gone wrong, messages, and you get a big backlash on Twitter of facebook social networks. It can create a very negative impact on a brand very, very quickly, so you’ve got to treat it with respect."