For many people social media is something that youngsters get up to on their phones on the way to and from school. However, this is not the case, for social media has become a powerful weapon. Not only to the big brands use social networking to market their latest lines, but consumers are becoming fully aware that with enough people behind them, social media can bring a big brand to its knees.
Once such example was the Australian airline Quantas, they asked consumers for ideas and in return were inundated with complaints about their services, it is a classic example of how the table can be turned. The graphic below is by Frugal Dad, it shows how big brands have fallen foul of the social media backlash following an event. Business is learning that unlike any other advertising, social media can reply.