This week's lesson is all about how the internet has give the power to the people. Before the internet businesses use to be able to push product on the people and the people had no say in the matter. Now the tables have turned. The people now have a voice and it can make or break businesses. In order to operate in this era the internet can not be ignored; it must be leveraged to your advantage. I think this was made very clear in the article "why the groundswell and why now." It was clear the people had spoken and wanted the DVD encryption number to be seen. The DVD companies clearly didn't like this, ignored the people and made Digg take down the article. The people then took matters into their own hands and posted the number all over the internet anyway. The DVD companies should have listened to the people and worked with them rather than trying to silence them.
The internet must be used to a business' advantage or it will fail. Their are all sorts of sight now that allow customers to write reviews on companies. These reviews can really propel a company if the reviews are good and leveraged in the company's advertising. On the flip side negative reviews can be the company's demise if they are ignored. I have seen several company's now on Yelp responding to customer's negative reviews trying to make things write. This is exactly what all company's need to be doing. More often than not the customer writes an updated post saying what the company has done to turn things around and that now all is good.
Good or bad the crowd will be heard. It's up to the company how they leverage it.
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