social media also must deal with its downside. Digitally enabled

whingers with viral capabilities certainly can damage a brand.

Identifying legitimate complaints from the outpourings of cantankerous

individuals is a skill for the new era in which brand value is being

co-created by customers and others who care to comment. Understanding

how to respond appropriately – and fast – is vital now cheap gibes can

last in perpetuity, insist the experts.