Listen to users to make Web 2.0 work for you

The article discusses how companies can learn to live with and use social media. Markets have become conversations, and companies are learning to listen.

Listen to users to make Web 2.0 work for you

Lazar Dzamic

In april 2008, TESCO had a sobering experience of social media gone awry. Simon Uwins, the marketing director of the chain's US operations, unwittingly (or honestly, depending on your point of view) revealed in his blog that the roll-out of the company's Fresh & Easy stores would slow down. This triggered a massive share sale among nervous City traders and about £900 million was temporarily sliced off Tesco's market value (1).

Some companies dread social media because they fear the consequences of losing control – as exemplified in...

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