The rising influence of social media, especially sites like Unvarnished, allow one-off antagonists to target companies with barely a flicker of warning. Although traditional corporate responses to criticism — press releases and official statements — still have their place, entirely new ones are needed to counter these drive-by attacks. These new tools must take into account the speed with which social media snipers can now attack and the new ways in which public opinion can be influenced.
The ways in which a few companies are now attempting to defend against these reputation snipers are instructive.
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