Blogging on Bloggers

Retailers have to learn how to deal with social networking and other “new media,” especially given the potential effects of negative blogging. Here’s my opinion:

I don’t think negative bloggers can be ignored completely, or simply treated as cranks. Retailers need to discern between those with a case of “sour grapes” and those with valid complaints. It’s possible that negative blogs can bring some serious field operational issues to the attention of management, such as low housekeeping standards, poor replenishment methods and slow checkout procedures. If the tone of negative blogs is consistent and credible, it’s worth making sure that these sorts of problems get corrected before “social networking” turns a brushfire into a PR disaster.

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