This article highlights one of the issued facing brands in this social age: social participation is not just a job for marketing.
excerpt "The car insurer (Progressive) found itself in the middle of an online firestorm last week after a blogger named Matt Fisher took to his Tumblr page to complain about the way Progressive treated his family as they sought to collect on his deceased sister's insurance policy.
Mr. Fisher's story went viral, and four days later, Progressive agreed to settle with the family for an undisclosed sum. Whatever the settlement amount, the total cost of the incident will be much higher, with a tally that will include those people who made good on their Twitter threats to switch their insurance away from Progressive, as well as those who won't consider Progressive for their insurance in the future."
The reality is: company policies need to be reviewed to ensure that they can stand the heat of social pressure. If your company has a policy or behaviour that they can't defend in the social space, then the best "social response" won't help.
This is a good cautionary tale...