Social media has become a new way to find new customers, provide support, market products, share news and even develop customer relationships. Because of the free-form nature of services like Twitter and Facebook, large companies can enjoy the benefits of frequent personal interaction. Dell can "like" a comment from a happy laptop owner on Facebook, Bristol-Myers can share corporate news directly with their 67,000 followers on Twitter.
"If you're seeing one or two negative comments about issues you cannot fix, it's best to ignore," says Jamar. "If you're seeing what appears to be a campaign against your company, then you'll need to address their issue, typically with a simple statement that acknowledges and reiterates your primary audience for your product and your commitments to them."