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Social media can be ur friend if u use it correctly. By providing support groups for your brand of products in the social media. Both HP and micro soft has such support groups. A few days back I saw an ad for Scoda Octova in Linked in. And there were comments lke product quality and after sales service from the car owners. The company can get a direct feedback of the brand from the social media.
And if social media is not managed properly DETRACTORS ( CATEGORY THAT GIVES A0-6 IN CUSTOMER SATISFACTION SURVEY)COULD GO VIRAL IN THE SOCIAL MEDIAand damage the brand image that could cost millions in ad campaign and brand promotion.
i think it depends on your privacy options
