While learning about contemporary marketing theories and consumer goods touch points from Hanne, I ran into this video where Avinash Kaushik from Google discusses how seizing negative critisism can be turned into opportunity.
What we have learned is that customer can become even more loyal when errors are corrected promptly and smoothly. Having a personal presence in social media can be a huge asset.
Instead of being worried about having negative content on the web, one can have negative content AND show how well complaints are taken care of and criticism is used to develop the service.
Use the link for the right spot (1m42s), or watch the whole clip.
Winning the Zero Moment of Truth - Ratings and Reviews: Word of MOT
There is a side track here also. You might remember the Talisker case.
-The story took new turns after my post.
It actually makes a good example
here, since we you all could already know how things are if their media
policy would include the presence in the blogs..