online consumer brand trust

The ugly side of the social web

Stephen Fry, a couple of weeks ago, decided to stop using Twitter. He was offended by one of his many followers calling his tweets “boring”. Thankfully, he is back and even though he was annoyed by the comment he has since DM’d the chap who made the criticism, and we are led to believe everyone is happy again and normal service has been resumed.

In a similar, but much less grander scale, I was nominated as “Pr*ck of the Year” on Twitter; have being associated with a pregnant goldfish; and had both my intelligence and parenthood brought into question. This was all down to a blog post (not on Econsultancy I might add) in which I had written about how a political party was using Twitter at their party conference.

Many organisations have been on the receiving end of similar comments, which stick around for sometime on the web. But is there anything that organisation can do to tap into this behaviour and turn it to their and their customers’ advantage?