The ways of communicating to end users have never been more varied. The emergence and ease of use of social media and other Web 2.0 applications have provided a very effective megaphone to the masses. Reflective of the overall market sentiment, it is often the most disgruntled (from irate groups of foreign investors to the outraged tenants of a particular community) who use these outlets to vocalize their frustrations and mobilize like-minded people. A region still dogged by a lack of transparency and a silent media, both of which foster unabated and uncontested attacks on a brand’s reputation, is ripe for this trend.
Instead of ignoring these voices or the new media available, it is imperative for brands to embrace them. If nothing else, it can serve as a valuable way to better gauge the brand’s performance and take the pulse of market sentiment. Brands should look to develop strategies to engage their audiences in a positive dialogue.
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