BBC Technology of Business

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More and more companies are using social networking to connect with their customers. Starbucks, for example, has over 14m 'friends' on Facebook and BP joined Twitter in the wake of the Louisiana oil spill.

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BBC Technology of Business

BBC Technology of Business

More and more companies are using social networking to connect with their customers. Starbucks, for example, has over 14m 'friends' on Facebook and BP joined Twitter in the wake of the Louisiana oil spill....

Description

Once upon a time companies could afford to be rude. Unhappy customers would grumble to a few friends, withdraw their custom, but there was little else they could do.

Today, they still tell their friends, but they do it online, using social media websites like YouTube, Facebook and Twitter.

These days one witty Tweet, one clever blog post, one devastating video - forwarded to hundreds of friends at the click of a mouse - can snowball and kill a product or damage a company's share price.