Online and social media have revolutionized the way companies interact with their customers – allowing them to target customer interests and engage customers much more directly.

Entering into the world of social media, however, may pose reputational challenges. On-line stores and e-commerce platforms encourage customers to post reviews about the products they offer. Numerous companies directly prompt their customers to “like” them on Facebook or to comment on Twitter about their consumer experiences. But what if the responses customers post are less than glowing? What if a company is the…

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