Social networks are very interesting, but they can also be devastating if brands are not aware of what is said about them. I think that consumers can influence a label and we need to allow them to do so. Indeed, giving people a chance to speak about the brand does not spare it negative comments. However, it is possible to channel feedback and bring out the positive aspects.

Since it’s difficult to control information with these very popular and accessible tools used by consumers to share their impressions, like Facebook or YouTube, it is possible to get into it and to use these communication means more intelligently.

Being able to demonstrate how proactively a brand is renewing itself while remaining attentive to the needs of its customers is a considerable asset.

Here is an example from EA Sports Company that responded to an attack made on YouTube about its golf game « Tiger Woods ». The company used the situation to make a favourable impression by posting back a video on YouTube—the video generated over 2 million views.