This is a great article on the power of online. The article provides a solid overview of how consumers can use social media to make brands take note of their complaints. It also provides good examples of social media monitoring tools available to companies to ensure they act quickly on such escalations. What I find most interesting is the warnings of pitfalls and how horribly wrong it can all go. I think its food for thought about considered engagement and keeping up-to-date with what’s considered ‘current online’ and what’s already ‘outdated’.