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

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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.
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