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Chapter 8 Game Changer 5: Keep Improving > If There’s a Problem, Fix It

If There’s a Problem, Fix It

In the old days, criticism of brands was controlled or limited by the critics’ resources. If a critic didn’t have a PR force or money to buy advertising, its antibrand views often went unheard and unnoticed, saving many brands from high-profile public attacks and potential brand hits.

Social media has changed the playing field, which both helps and hinders many brands. The easy-entry, low-cost, high-volume, and viral nature of social media can put a bright spotlight on an issue quickly and with little cost. Consumer brands have been pummeled in social media attacks; for example, Pampers was, for allegedly causing diaper rash. So have business brands, like Dell, which saw its customer service operation hung out to dry by a blogger. These companies have felt the ramifications of this new communication environment on their brands.


  

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