Attack of the Customers: Why Critics Assault Brands Online and How To Avoid Becoming a Victim by Paul Gillin

If you’re an entrepreneur or own a small business, ignore social media at your own peril. Customers these days are vocal about displeasure, and left to their own devices will discourage their friends, family and even strangers from parting with their hard-earned dollars via social media: Facebook, Twitter and any other channel they can leverage.

What’s a business to do? In Attack of the Customers: Why Critics Assault Brands Online and How To Avoid Becoming a Victim, author Paul Gillin explains how social media can not only build a brand but destroy it. Using real-world examples from Pampers, Walgreens and Progressive Insurance, Gillin illustrates examples of customers brutally attacking brands on social media, even creating Facebook pages to voice displeasure. He also describes lessons learned from these fiascos, and how as a company you can learn why customers go on the attack.

Even better, though, Gillin teaches readers how they can respond to an attack (hint: quickly), as well as how they can build an attack-proof organization. If this isn’t on your bookshelf, you need to get a copy right now and read it from cover to cover.