Unhappy customers use social media to voice complaints to a larger audience than just the organization.

Question

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For all the benefits they bring to business, social media and other communication technologies have created a major new challenge: responding to online rumors, false information, and attacks on a company's reputation. Customers who believe they have been treated unfairly like these sites and tools because they can use the public exposure as leverage.

Unhappy Customers Use Social Media to Voice Complaints to a Larger