The Internet, as a medium, has opened the doors to a wide range of communication possibilities with customers. The interactive characteristic of the medium also makes it possible for a customer to publish his response to a vast audience. Social networking sites, particularly Facebook, which is getting increasingly popular around the world, have given customers an equal opportunity to communicate as loudly as you about your brand, in a public forum open to the whole world.
On the brighter side, there is a great opportunity to acquire direct and unadulterated feedback from customers, without the need of expensive and time-consuming surveys and research processes. Directly redressing customer queries on the medium itself can help increase brand loyalty. However, as a brand owner, you need to realize the speed and potential of the medium to do good as well as harm.