Reputational crises that begin in the blogosphere are very common; reputational crises that end in the blogosphere, on the other hand, are less so. Dell is perhaps the most well-known example of an organization whose inattention to blog commentary landed it in its own version of hell. Two years ago BuzzMachine blogger Jeff Jarvis lambasted the company's ineptitude with customer service, only to find that he had a rapt audience of consumers who felt the same way.
Fight Fire With Fire: Using Corporate Blogs to Upend Crises Online
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