News: Why Focusing On Negative Comments Is Hurting Your Business

May 2, 2013 | CMO.com

Customer engagement is a high priority for most brands. The ability to inspire new and existing customers to connect with a brand in meaningful ways is a key measure of truly successful marketing campaigns and a critical precursor to the recruitment of passionate brand advocates. But, of course, the downside of increased customer engagement is negative feedback. It’s human nature, but sometimes consumers like to share their negative experiences even more than the positive ones. To add fuel to the fire, today’s consumers have access to a sophisticated array of mobile and social technologies, enabling them to post negative comments about less-than-stellar brand experiences when they occur. read more »


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