I have a client at present that is coming under ‘cyber-attack’. It’s a new company that launched a consumer-facing service business only a couple of months ago and has been suffering from some scathing online reviews from bloggers and online magazines alike. The strange thing, however, is that the majority of the business’ customers adore it and in a few short weeks, it already has a high level of repeat and very loyal custom. It has been suggested by the client that the poor reviews are the result of a planned attack from its key competitor and that, as such, they are unwarranted. In the not-too-distant past, such an attack would have been very difficult to implement, but in the days of blogs, forums, Twitter and social media, it’s a relatively simple task. So does the social web enable bullying and negativity? And is it fair?
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