The power of social media is shown in the problem that a company can have when one negative piece of publicity get multiplied millions of times. Even though an allegation may not be true, or even if the company corrects the problem, the negative publicity can circulate for years. The rules of PR have changed, and companies may need to invest time and effort in the same social media channels as those who are circulating the negative publicity about them. For sure, ignoring the problem won't fix it. -GW
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