When Angry Customers Shout

A New Force in Advertising - Protest by Email
from wall street journal
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If you're upset about the service you get at a restaurant, you may choose not to leave a tip. If you're disappointed by the cut of a shirt, you'll most likely return it to the store. But if you're disgusted by some unethical, amoral or somehow otherwise distasteful action of a business, you may want to start an incendiary email campaign.

And if you're a business on the other end of that kind of campaign, you're in for some trouble.

Not only would you get hit because of whatever you did, but due to the way that the internet works, even after you've appologized you can still be held accountable for whatever terrible thing you've done.

The Wall Street Journal looks at the problems caused by these kinds of issues and the ways that advertisers can limit their exposure.

But with all of that your business needs to have as much control over its message as possible. One way to know who's seeing what is by using AdSymetrix. Our tracking tools give you incredible precision in understanding who is responding to which of your ads. And the more you know about how you're being perceived, the more responsive you can be to your customer's needs.