Social Media 911: Cautionary Tales for Jewelers

What happens when a powerful online tool blows up in a brand’s face?Before social media, our mistakes were contained. A disappointed customer might tell a few friends about his experience, but for the most part, it was as challenging to cultivate a negative reputation as it was to build a positive one. Thanks to social media, our customers are able to share their individual experiences—both good and very, very bad—on a large and powerful platform.All it takes is one angry consumer or one misguided employee to put your business in the hot seat. We were only days into 2012 when Papa John’s found itself in trouble due to the act of a lone employee. Upon taking orders, employees routinely enter some identifying characteristics into their system for reference, such as “girl in the red shirt” or “guy with two kids.” Unbeknownst to one employee who decided to disparage a custome

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