“Organisations have to have the ability to deal with [complaints]. If they don’t react, it can damage the brand.”
NATHAN SAGE, PA SOCIAL INTELLIGENCE EXPERT
PA’s is quoted in the Financial Times in an article about social media.
The article suggests that the advantage of social media over conventional advertising is its flexibility. PA comments however, that flexibility can also be social media’s weakness: “You can spend quite a lot of time having a conversation about whether social media is internally or externally focused, whether it is PR or marketing or customer service.”
PA continues: “There is a disconnect between brands and their understanding of what social is.”
PA comments on complaints made over social media and explains that dealing with complaints has to be done correctly as social media users wield enormous collective power: “Organisations have to have the ability to deal with that. If they don’t react, it can damage the brand.”
To read the article in full click here.