Hasta La Creative!

When an unhappy British Airways passenger can pay Twitter to show his complaint to tens of thousands of potentially interested people, it’s safe to say something profound has changed.

A consumer’s megaphone is now, sometimes at least, more powerful than a brand’s. Individuals can bring a huge company to its knees — or help launch a small brand to national recognition simply by sharing their experiences and opinions on Facebook, Yelp, Twitter, Instagram or other social forums.

Brands need to be ready for the spotlight — good or bad — by conducting business and communicating as if their reputations depend on it. What are marketers to do?

Continue reading at AdAge.com