It's true that more and more companies find their decisions scrutinized and derided through social media. GoDaddy and Verizion have just recently reversed unpopular decisions (definitely too late in GoDaddy's case) due to backlash from their communities. Twitter and Facebook make complaining very easy, and when large numbers of people feel slighted, that's when the viral nature of social media goes exactly the opposite way that brands and companies would like to see. This article from Forbes gives a number of examples from 2011 of companies that paid attention to social media AFTER the fact. Ideally, your organization will take note and build social media response into your decision-making process.

Report: The Rise of the Social Advertising   To download the full Pivot report, please click here… We are entering the beginning of the end of the destination web as we have known it. Consumers increasingly spend time in social networks and less in their email inboxes and visiting traditional websites. As such, brands continue to race to social media sites in the hopes of connecting with consumers when their attention is focused on conversations relevant to those brands. Part of the challenge however, is earning the attention of consumers not just once, but also building a relationship with them over time. Many brands are, of course, developing a presence within customer networks of relevance such as Facebook, Tw