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The worst culprits to be avoided include: responding to individual complaints with a generic set of pre-written responses; denying a genuine mistake when it happens, or shirking responsibility; replying in anger or responding abusively; and not reacting swiftly enough, or worse, not responding at all.


Cover of Webs of Influence: The Psychology of Online Persuasion, 2nd Edition


So for many companies it would be better to avoid social media until they are ready to commit the resources necessary to handle it.