What do big brands need to do and how do they handle criticism from the community?
It’s about listening. Listening to your customers is about making your brand trustworthy. Brands shouldn’t worry about whether they’re up on Facebook or Twitter; they should worry about whether they have a story and can build a community. That community can be built on their own website. They just have to be engaging enough. In regard to criticism, transparency – that’s the key. If you’re in a relationship with a significant other, it’s the same thing. It’s about communication, and sometimes, there are things you ignore and let blow over. You don’t do this whole crisis management thing and try to spin the story. No more spinning. Be honest and truthful, that’s what people expect now. I’m amazed at how many “social media experts” I meet. What makes someone an expert or consultant in this area? Some people are basing their expertise on how many followers they have. There is no “expert” yet because we are still figuring it all out. It’s the quality of followers versus the quantity. I’ve s
