Many companies are trying to use the power of blogs to market and introduce their company to others. The companies that are able to successfully use this new medium are doing so by paying attention to blog posts and their comments. They are also constantly trying to put their best foot forward when responding, no matter how critical people are of their company.
This is very similar to the notion of maintaining a good public relations image. Except today, good public relations can begin with making sure you are responding to the comments people make about your company on the social web. The rapid growth of the social web, has led to the ability of millions of people to get online and express their opinion about anything. That anything can easily be something about your company and whether you have rubbed them the wrong way or the right way.
The important thing is to make sure you are there to answer them no matter what they have to say.
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