Chapter 3
Learning to listen after a century of shouting
Having spent the best part of a century distancing themselves from the public, companies suddenly found themselves dragged into the middle of the new social media universe and being held to account for their activities. The experience was deeply uncomfortable for brands that were used to influencing consumers from a distance through TV advertising and discourse through public relations. The discombobulation was even more acute for business-to-business companies that had little if any experience dealing directly with the public.
In the past, when reputation problems arose, companies worried about what the newspapers (and maybe TV news) would report, but at least they knew those media organisations ...
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