After reading chapter five of Real Time Marketing & PR I am a little shocked that so many companies are not keeping up-to-date with current media trends. When David emailed 100 companies and only received 28 responses back I couldn't believe this. I figured most larger companies would be riding the social media and blogging bandwagon.
If I were a company, I would try to keep up with the times. The Internet is the most powerful form of communication between people. People enjoy expressing their self-interests and opinions on the web. Blogging has become so popular I can't imagine why a company wouldn't track what other people are saying about them.
The example about how Boeing recovered (they immediately responded to the blog and made a children's policy) from a father's blog about how his eight-year-old son drew a plane and sent the picture to Boeing only to have the picture rejected, is a great example of how companies should be monitoring customer feedback. A company should have a team of experts monitoring what is being published on the Internet.
So, if a company wants to keep a respectable reputation they must track blogs and other social media outlets. I wouldn't want my company to get a bad reputation just because there are people out there who are going to criticize or complain about a product or service because of one bad experience. You have to be prepared to deal with things like this so you can build relationships with your audience and customers.
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