Social media is revolutionary and chaotic. You can't control it, but you can harness it.
Yes, companies want to communicate with their customers, and they want those customers to send back their ideas, comments and suggestions. And, of course, businesses want customers to say wonderful things about their company to all their Facebook friends. But if customers have problems with products or services, those businesses definitely don’t want their customers tweeting about those problems to the world.
What’s a company to do? Social media is not a one-way or even a two-way street: It’s more like a diagram in which every point can connect to every other point, and there are hundreds of millions of points. It takes word-of-mouth to a whole new level—one that would have been unfathomable a decade ago.
Social media is revolutionary and chaotic, and there’s no way to control it. There is, however, a way to harness it to strengthen , acquire new business and drive revenue. The challenge is to accomplish that while avoiding potential pitfalls, such as an irate customer’s tweet or YouTube rant.