Bloggers – a threat or an opportunity?

Recently, Danish media has been featuring horror stories of companies that are “stalked by bloggers” with examples of shops that had to close down because of “smear campaigns”. It is kind of interesting how some journalists and business consultants can twist reality. Of course, there are cynical manipulators outthere who really mean to do harm – but most of these demonized bloggers are really just consumers engaging in a dialogue about products and services in the open blogsphere – because they have nowhere else to get rid of their frustration. So yes, it can be seen as a threat – but only as long as “customer service” units are hiding behind mindless call centres, rather than engaging in a constructive dialogue with their customers

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