Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Brand Advocates v. Brand Adversaries—It's a Very Thin Line

By Published on .

Paul Dunay-global director of services and social media at Avaya, says companies that use social media to support customers need to listen carefully to their customers and respond quickly, or brand advocates could turn into brand adversaries. “I hear all the horror stories about the customer who they ignored and it got worse. I like to say I never read a social media case study that was titled ‘We Ignored this Tweet and everything was Great,' ” Dunay writes.
Most Popular
In this article: