Magazine article Management Today

MT Masterclass

Magazine article Management Today

MT Masterclass

Article excerpt

Cyber-bullying (of business)

What is it? This interweb palaver really is getting out of hand. Not only are some of your customers proving to be hard to please and ungrateful, but they are displaying this ingratitude in full public glare, on blogs, on 'suck sites' where your good name and reputation are besmirched, in chat rooms, and in all other forms of so-called 'social media'. 'Web 2.0' heralds the inversion of the traditional power relationship between businesses and their customers. Today, the little guy, armed with a PC and a broadband connection, can take on the (corporate) world.

Where did it come from? There have always been graffiti, the anonymous protests of unseen scribblers trying to hit back at the powerful without getting caught. Customer complaints departments came into being to snuff out the flame of protest and dissatisfaction before it could do damage But in those good old days, mere word of mouth was limited to a street or, in the worst case, a town or district. …

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